ElevenLabs just solved one of AI's biggest ethical dilemmas. The voice cloning startup launched its Iconic Voice Marketplace today, allowing companies to legally license AI-replicated voices of famous figures for ads and content. With 28 voices ranging from Michael Caine to Mark Twain, the platform promises to end the Wild West era of unauthorized celebrity voice cloning through what the company calls a "consent-based, performer-first approach."
ElevenLabs just changed the game for AI voice cloning. The company's new Iconic Voice Marketplace launches today with a roster that reads like a Hollywood hall of fame - and a business model that could reshape how the industry handles celebrity likeness rights.
The platform connects brands with the rights holders of famous voices, from living legends like Michael Caine to historical icons like Alan Turing. ElevenLabs acts as the middleman, formalizing licensing deals and synthesizing the voices using its AI technology. It's a stark contrast to the current landscape where unauthorized celebrity voice clones proliferate across social media and advertising.
"It's not about replacing voices; it's about amplifying them, opening doors for new storytellers everywhere," Michael Caine said in a statement. The 91-year-old actor is one of the few living celebrities to participate, joining a carefully curated list that ElevenLabs describes as "verified, iconic talent and IP owners."
The timing couldn't be more critical. As AI voice cloning becomes increasingly sophisticated, the industry has struggled with questions of consent and compensation. Several high-profile lawsuits have emerged over unauthorized use of celebrity voices, while platforms like TikTok and YouTube are flooded with AI-generated content featuring famous voices without permission.
ElevenLabs' approach combines traditional licensing with cutting-edge AI. Some voices are created through direct cloning technology, while others - particularly historical figures - are synthetically reconstructed from archival audio. The company says it only works with rights holders who can prove legitimate ownership, ensuring "permission, transparency, and fair compensation."
The 28-voice launch roster spans entertainment icons (Judy Garland, Burt Reynolds), sports legends (Babe Ruth, Jim Thorpe), and historical figures (Thomas Edison, Maya Angelou). Notably absent are contemporary A-list celebrities, suggesting the complexities of modern talent representation and the cautious approach many stars are taking toward AI licensing.
This marketplace launch positions ElevenLabs ahead of competitors in the race to legitimize AI voice technology. While other companies have focused purely on technical capabilities, ElevenLabs is building the infrastructure for ethical commercial use - a crucial differentiator as regulators scrutinize AI applications more closely.
