Matthew McConaughey and Michael Caine have inked a partnership with ElevenLabs, an artificial intelligence (AI) firm, making them the newest celebrities to authorize the use of their voices for digital replication. The AI audio startup, established in 2022, enables brands to acquire licenses for celebrity and historical figures’ voices for content and promotional purposes. McConaughey, an investor in the company since 2022, announced that he has granted permission for ElevenLabs to convert his newsletter, Lyrics of Livin’, into Spanish using his voice.
Caine, on the other hand, has permitted the use of his voice through the company’s Iconic Marketplace and their text-to-audio application, ElevenReader. In a statement, Caine emphasized that the objective is not to substitute voices but rather to enhance them, creating opportunities for emerging storytellers. The company currently offers a range of synthetic performers by collaborating with live actors or replicating their voices from historical and archival recordings, including Liza Minnelli, Art Garfunkel, Maya Angelou, Mark Twain, Thomas Edison, and J. Robert Oppenheimer.
The platform is marketed as a performer-centric approach advocated for by the entertainment industry, focusing on principles such as respect, consent, and creative authenticity. However, there is a divide within the industry regarding the integration of generative AI tools, with some individuals opposing them while others embrace the technology. Notably, more prominent figures are embracing AI technology despite concerns raised around privacy and misinformation.
The entertainment industry has witnessed a shift towards leveraging generative AI tools for various applications, including improving recommendations, advertisements, and content creation. Despite reservations expressed by performers who have engaged with AI companies, the trend towards integrating AI into the creative process continues to grow. The debate over the use of generative AI in entertainment persists, with proponents highlighting its benefits and inevitability, while critics raise concerns about privacy violations and the potential impact on human creativity and expression.