Netflix brings back Gene Wilder with AI — for a new Willy Wonka reality show

Right, so here we go again: Netflix has raided the nostalgia cupboard and pulled out Wonka's The Golden Ticket – not a drama, a reality competition, believe it or not, and with a very modern twist that’s already winding people up on social media. The streaming giant’s decided it’s finally time for Willy Wonka & the Chocolate Factory to go full game show, inviting real contestants into a version of the iconic factory and letting them loose with Oompa Loompas, lickable wallpaper, and the works. The show's first trailer just dropped, and let’s be clear: it’s not short on spectacle, or controversy.

Wonka's The Golden Ticket will debut worldwide on 23 September 2026, with a two-part finale closing things out a week later, on 30 September 2026.

The Format: Chaos, Sugar, and AI

This new nine-episode series chucks 12 adult contestants and their (very real) partners into a massive set built to mirror the film’s famous chocolate factory. We’re talking full-scale—complete with Oompa Loompas in situ, because of course. The tasks are pure Roald Dahl fever dream: there’s a game involving lickable wallpaper, a nod to the Wonkavision room, plus physical obstacles and brain teasers straight out of a mid-70s acid trip, all designed to whittle the group down until someone nabs a 'lifetime supply of money.' (Yes, they’ve gone for cash, not chocolate. Make of that what you will.)

If recreating the old factory wasn’t enough, Netflix decided to take things up a notch – and this is where things get weird. The entire show is narrated by an AI recreation of Gene Wilder’s voice, dropping Wonka-isms and explaining the rules. Wilder, of course, immortalised Willy Wonka in the 1971 film, and it’s his vocal likeness running the show long after his passing in 2016.

How They Pulled Off the Gene Wilder AI

This bit is already fuelling an almighty online backlash. Netflix and co-producers Eureka Productions got the official OK from the Gene Wilder Estate to clone his voice, and used audio AI specialists ElevenLabs for the tech. Without proper context, you might think this would be universally exciting, but no—a lot of people are horrified. Comments under the trailer veered between 'disgusting', 'unacceptable', and 'disrespectful', with others saying it just felt wrong to hear a digital ghost of Wilder reading scripts for a reality show. That’s on top of the familiar debate about recreating dead actors for new projects—especially ones they couldn’t have foreseen or approved.

It’s worth remembering the wider context here. Worries over AI actors drove the big 2023 Hollywood strikes, with the writers' guild and actors' union campaigning hard for protection against this sort of thing—using someone's likeness without explicit permission, or continued compensation, after their death. Gene Wilder died before any of these audio AI models were more than a sci-fi concept, so he obviously never signed anything directly about digital versions of his voice.

The Family's Perspective

Still, in this case, the legal green light came from Wilder's widow, Karen B. Wilder, who’s in charge of his estate. She’s been quite public about backing the project. Here’s her official statement, released alongside the teaser and Netflix press pack:

Karen B. Wilder stated: 'More than five decades after Gene brought Willy Wonka to life, people of all ages and backgrounds around the world continue to find joy, laughter and inspiration in his performance. Gene had a remarkable ability to bring humor, wonder and heart into people's lives, and that connection has endured for generations. We are delighted that Wonka's The Golden Ticket celebrates the warmth and imagination that he brought to the role, introducing that magic to a new generation while honoring the fans who have cherished it for decades.'

So, according to her, it’s all about honouring Wilder’s legacy, bringing his magic to a new crowd, and making sure old-school fans get a nod as well. Not everyone’s convinced, clearly, but the family’s support answers at least one of the usual criticisms about these digital resurrections.

Netflix's Big Roald Dahl Push

All of this is part of Netflix’s wider, expensive effort to milk the Roald Dahl universe. Since acquiring the Roald Dahl Story Company in 2021 (for a reported eye-watering sum), they’ve been steadily rolling out assorted reboots, spinoffs, and new projects. If a reality show with an AI Wonka isn’t wild enough, keep your eyes peeled for Charlie vs. the Chocolate Factory, an animated film with Kit Connor and Taika Waititi lending voices, due out at the tail end of 2027.