ElevenLabs launches AI marketplace to license famous voices for ads
When I heard a radio spot that sounded exactly like Tom Hanks, I stopped and wondered how they did it. Brands have been playing with synthetic speech for a while now, but the line between a creative shortcut and outright impersonation stays fuzzy. The tech itself is impressive, yet advertisers could easily step over an ethical line if a digital voice mimics a celebrity without that person’s okay.
That’s where ElevenLabs comes in. The AI audio startup, known for making realistic voice clones, appears to be sketching a set of rules for this gray zone. Its new Iconic Voice Marketplace is supposed to let companies officially license AI-replicated voices of well-known figures for ads and other content.
By turning what used to be a makeshift practice into a more formal offering, ElevenLabs likely hopes to quiet the backlash that followed earlier experiments with AI-generated celebrity speech. If it works, marketers might move away from ad-hoc mash-ups toward a permission-based model. The company even claims the marketplace “resolves some of the ethical concerns around using AI-generated celebrity voices,” which could set the tone for what comes next.
ElevenLabs is launching an online marketplace that allows companies to license AI-replicated voices of famous figures for their content and advertisements. The AI audio startup says its new Iconic Voice Marketplace resolves some of the ethical concerns around using AI-generated celebrity voices by providing brands with the "consent-based, performer-first approach the industry has been calling for." ElevenLabs' new AI marketplace lets brands use famous voices for ads Some notable options include Michael Caine, Liza Minelli, and… Mark Twain? Some notable options include Michael Caine, Liza Minelli, and… Mark Twain?
It works by connecting companies with whoever owns the rights to a specific voice, with ElevenLabs' platform serving as a middleman that formalizes the licensing deal and synthesizes the voices. ElevenLabs says the marketplace is only open to a curated list of "verified, iconic talent and IP owners," to ensure that the voices of notable figures are only generated "with permission, transparency, and fair compensation." Some of the AI voices have been achieved using cloning technology, while others have been synthetically replicated by referencing historical or archival audio. I guess it would have been a mouthful to call this a "marketplace for voices of famous people," given the list includes historical figures like Mark Twain, Thomas Edison, and Alan Turing, and most people wouldn't recognize what they actually sound like.
Michael Caine is one of the few living celebrities to lend his voice to ElevenLabs, and said the company "gives everyone the tools to be heard." "It's not about replacing voices; it's about amplifying them, opening doors for new storytellers everywhere," Caine said in a statement on ElevenLabs' announcement.
ElevenLabs has just rolled out an online marketplace where brands can license AI-generated versions of famous voices for ads. They call it the Iconic Voice Marketplace and say it follows a consent-based, performer-first model that many in the industry have been asking for. Still, it’s hard to tell how that will play out in practice.
The site lists a handful of recognizable options, but it doesn’t explain how consent is checked or how royalties get split. Maybe the model will calm some ethical worries, or maybe it will just open another route for deep-fake-style audio. Critics have warned for years that synthetic celebrity voices can blur the line between endorsement and imitation; the marketplace claims to hand control back to the performers, yet the details stay vague.
Brands will probably like having a ready-made iconic tone at their fingertips, but advertisers will have to weigh the novelty against the chance of a public backlash. In the end, the launch will be a real test of whether a consent-driven licensing system can satisfy creative goals and the wider debate over AI-generated likenesses.
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Common Questions Answered
What is the purpose of ElevenLabs' Iconic Voice Marketplace?
The Iconic Voice Marketplace is an online platform where brands can license AI‑replicated voices of famous figures for advertisements. It aims to address ethical concerns by adopting a consent‑based, performer‑first framework for using celebrity‑like synthetic speech.
How does ElevenLabs claim to handle consent for AI‑generated celebrity voices?
ElevenLabs states that the marketplace operates on a "consent‑based, performer‑first" approach, meaning that voice owners must grant permission before their likeness can be used. However, the article notes that the platform does not detail the verification process for that consent.
What ethical issues are associated with using synthetic speech that sounds like a celebrity?
Using AI‑replicated celebrity voices raises concerns about impersonation, unauthorized use of a person's likeness, and potential exploitation without proper royalties. Advertisers risk crossing ethical lines if they employ a digital replica without the individual's explicit blessing.
What uncertainties remain about the practical impact of ElevenLabs' new marketplace?
While the marketplace promises a performer‑first model, the article highlights a lack of clarity on how consent is verified and how royalties are managed. Consequently, it is still unclear whether the platform will genuinely ease ethical concerns or simply open new avenues for misuse.