September 30, 2026, 6:59 am | Read time: 4 minutes
Artificial intelligence is increasingly making its way into film and television productions. Netflix is taking a particularly controversial approach with a new show. The streaming service is having an actor speak again who has been dead for ten years. Technically, this is quite possible. But whether the digital revival was a good idea is a matter of significant debate.
Gene Wilder, who played the eccentric candy maker Willy Wonka in the 1971 film “Willy Wonka & the Chocolate Factory,” died in 2016. Yet, in the new Netflix production “Wonka’s The Golden Ticket,” his voice can still be heard: It was recreated using artificial intelligence.
AI Turns a Deceased Actor into a Host
“Wonka’s The Golden Ticket” is a reality competition show that premiered on September 23, 2026, on Netflix. Twelve contestants, each allowed to bring a partner, compete in a recreated version of Wonka’s chocolate factory in various games.
Netflix is saving on a traditional host. Instead, the artificially generated voice of Wilder guides the show, explaining the rules to the contestants, among other things. For the technical implementation, Netflix collaborated with the AI company ElevenLabs, which specializes in creating and replicating human voices using artificial intelligence.
Netflix was not lacking in financial resources. According to “TechRadar,” the grand prize alone is around 3 million U.S. dollars. Added to this are the elaborate sets of the chocolate factory. However, the AI version of Wilder does not convince. While the speech rhythm may remind some of the actor, the artificial voice is described as “lifeless” and “unnatural.” The structure and execution of the show also face criticism in several reviews.
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Criticism Despite Estate’s Consent
At least Netflix did not digitally resurrect Wilder’s voice on its own. The actor’s widow publicly supported the production on behalf of his estate. She described the show as a tribute to what her husband once brought to the role.
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However, for some viewers, the real issue remains: Wilder himself could hardly be asked. He could not decide whether his voice should speak new sentences ten years after his death. This is precisely where part of the criticism arises.
And it is not exactly mild. On Rotten Tomatoes, the show has so far only achieved a Tomatometer score of 14 percent (as of September 29, 2026). “Variety” even calls the use of the AI voice a macabre misuse in its review. “The Guardian” also does not reach a flattering verdict, writing about the artificial voice: “It sounds artificial, somehow indefinably wrong.”
On social networks, the reaction is sometimes even more pronounced. A user on X called Netflix “disgusting” because of the AI voice.
There are also negative reactions on Reddit. At the core, the same question keeps coming up: Can an estate decide on behalf of a deceased person to put completely new statements in their mouth using AI?
A Reunion Not Everyone Rejects
The reaction is not entirely one-sided, however. Rusty Goffe, who played an Oompa-Loompa in 1971 and also appears in the Netflix production, apparently felt differently about the artificial voice. He told the industry magazine “Variety” that he shed a tear upon hearing it for the first time. For him, it was nice to hear Wilder’s voice again.
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Whether the AI voice is considered a successful tribute, seems creepy, or is simply technically flawed, is up to each individual to decide. The first seven episodes are already available on Netflix. The last two will be released on September 30.