Matthew McConaughey and Michael Caine have recently partnered with ElevenLabs, an AI company, to lend their voices for digital replication. ElevenLabs, established in 2022, enables brands to acquire the voices of celebrities and historical figures for various content and marketing purposes. McConaughey, an investor in the company since 2022, announced that he will allow his newsletter, “Lyrics of Livin’,” to be translated into Spanish using his voice.
On the other hand, Caine has licensed his voice through the company’s Iconic Marketplace and for utilization on ElevenReader, its text-to-audio application. Caine emphasized that the primary aim is to enhance voices rather than replace them, thus providing opportunities for new storytellers. The platform also offers a range of synthetic performers, either through collaboration with living actors or replicating historical voices such as Liza Minnelli, Art Garfunkel, Maya Angelou, Mark Twain, Thomas Edison, and J. Robert Oppenheimer.
ElevenLabs positions itself as a performer-centric entity within the entertainment industry, emphasizing principles such as respect, consent, and creative originality. Despite some concerns regarding the influence of generative AI tools in the industry, more significant personalities are embracing the technology. For instance, Netflix has expressed a strong commitment to leveraging AI tools for enhancing recommendations, ads, and content creation.
While there have been reservations expressed by performers who have collaborated with AI companies, the industry appears to be moving forward with AI investments. The debate surrounding the use of generative AI in the entertainment sector revolves around its perceived benefits and the inevitability of its integration. The discussion has stirred opinions from both supporters and critics, with some foreseeing a potential investment bubble in AI that could have substantial repercussions.
Notably, figures like Hayao Miyazaki and Werner Herzog have expressed strong disapproval of generative AI projects, highlighting concerns about the impact on creativity and human expression. Despite the varying viewpoints, the entertainment industry continues to navigate the evolving landscape shaped by advancements in AI technology.