AI is creating interesting new products which never could’ve been possible until even a few years ago.
ElevenLabs, a New York-based AI audio company, has partnered with actors Matthew McConaughey and Michael Caine to create virtual replications of their distinctive voices. McConaughey is also investing in the company and using the technology to launch a Spanish-language audio version of his newsletter “Lyrics of Livin'” in his own voice, while Caine has joined ElevenLabs’ newly launched Iconic Voice Marketplace, which allows companies and creative teams to request approval to use his voice for projects including narrating books and articles.
The Iconic Voice Marketplace
The marketplace features celebrity voices including Liza Minelli, Judy Garland, John Wayne, Laurence Olivier, Maya Angelou, and Babe Ruth. It operates as a two-sided platform that connects companies requesting access to talent with relevant brand or IP rights holders, allowing them to formalize collaboration or licensing deals using ElevenLabs’ technology. On the marketplace, a user could use a famous actor’s voice for their own projects for a fee.
Voice Monetization
This development represents a significant shift in how celebrities can monetize their intellectual property. Rather than being limited to active work commitments, performers can now license their voices for projects they may never physically participate in—creating passive income streams that extend far beyond traditional acting or endorsement deals.
The implications are particularly striking for legacy talent. At 92 years old, Caine can continue to “work” without the physical demands of recording sessions, while estates of deceased performers can generate revenue from their voices long after they’re gone. This creates an entirely new asset class in celebrity estate management.
For companies, this technology solves a persistent challenge: accessing premium talent for projects with limited budgets or tight timelines. A small publisher can now afford to have a Michael Caine-narrated audiobook, while international brands can localize campaigns with authentic celebrity voices rather than relying on soundalike actors.
Broader Applications Across Industries
The voice marketplace concept extends beyond celebrity partnerships into multiple sectors. In music, we’re already seeing AI-generated tracks gaining mainstream traction, with some AI-created songs charting on streaming platforms. Artists like Grimes have embraced the technology, offering their voice models for others to use in creating new music.
The audiobook industry could be particularly transformed. Publishers could offer listeners their choice of narrator for the same book, while authors could narrate their own works in multiple languages they don’t actually speak—exactly what McConaughey is doing with his Spanish-language newsletter.
Gaming and virtual reality applications are equally promising. NPCs (non-player characters) could feature licensed celebrity voices, while virtual assistants could be personalized with voices users actually want to hear rather than generic defaults.
ElevenLabs’ Rise
Last month, ElevenLabs raised a $100 million tender offer that valued the company at $6.6 billion, double its Series C valuation from the beginning of 2025—a signal of strong investor confidence in the voice AI market.
As this technology matures, we’re likely to see the emergence of voice agents who manage AI voice rights the way talent agents handle traditional bookings, and insurance products protecting against unauthorized voice cloning. The line between human performance and AI-generated content will continue to blur, creating both opportunities and challenges for regulators, creators, and consumers alike.
The fundamental question remains: In a world where anyone’s voice can be preserved, licensed, and deployed at scale, what value do we place on the authentic human performance versus the convenience of AI replication? The market is beginning to provide its answer, and celebrities are listening.