Netflix is moving forward with its Roald Dahl plans, and the next project is getting attention for more than just candy and games. The streamer has released a teaser for Wonka’s The Golden Ticket: A Competition Series, a reality show tied to Charlie and the Chocolate Factory, and it is already raising questions about how far studios will go with artificial intelligence.

Netflix secured the rights to Dahl’s full catalog in 2021. Since then, the company has pushed to expand the brand with new projects, including an animated film and now this competition series. The show pulls directly from the 1964 novel and the 1971 film Willy Wonka & the Chocolate Factory, which still holds a strong place in pop culture.

The series follows twelve winners who each receive a golden ticket. Each contestant brings a partner and faces challenges based on the world of Willy Wonka. The show promises tests that push players physically, mentally, and morally. Rusty Goffe, who appeared as an Oompa Loompa in the 1971 film, is set to appear, tying the project even closer to the original movie.

The teaser leans heavily on nostalgia. It features narration that sounds like Gene Wilder, who played Willy Wonka in the 1971 film. Wilder died in 2016, but his voice has been recreated using AI technology. Netflix worked with Eureka Productions and ElevenLabs to produce the voice clone.

According to The Hollywood Reporter, Wilder’s estate approved the use of his voice. His wife, Karen B. Wilder, said the actor’s performance still brings joy to audiences around the world and praised the new series for honoring that legacy while introducing it to younger viewers.

“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.”

The use of AI in entertainment is becoming more common. In 2025, Michael Caine approved the use of his voice and likeness for a new audiobook version of The Odyssey, also created with ElevenLabs. Still, the Wilder case raises a different concern since the actor cannot personally sign off on new work. The industry continues to move ahead anyway, and studios show little sign of slowing down.

The teaser itself seems aware of that debate. Ironically, the AI version of Wilder’s voice delivers a line that feels pointed. It tells viewers there is no turning back now. That may apply as much to Hollywood as it does to the show’s contestants.

Wonka’s The Golden Ticket: A Competition Series is set to premiere on September 23, 2026.

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