AI-audio startup ElevenLabs has announced a new partnership with legendary actor Sir Michael Caine as part of its launch of the Iconic Voice Marketplace, a platform where creators and companies can legally license the voices of well-known figures for use in advertising, film, gaming and other media.
The launch opens a new chapter for ElevenLabs, the fast-growing voice AI startup known for developing some of the most natural-sounding speech in the industry.
Caine’s voice joins a carefully curated collection of more than two dozen well-known figures, both living and historical, including Maya Angelou, Alan Turing, Liza Minnelli and Art Garfunkel.
Each partnership is verified and consent-based, reflecting ElevenLabs’ effort to build a responsible foundation for the next phase of voice technology.
Through the platform, brands and content creators can apply to license a verified voice, with each request requiring approval from the voice owner or their estate.
The system aims to create a new model of collaboration between technology companies and performers, one that respects identity rights while expanding creative possibilities.
Caine said he was drawn to the project because it “allows artists to share their voices on their own terms” while helping a new generation of storytellers experiment with the technology.
His participation gives ElevenLabs both cultural weight and credibility in an industry still grappling with questions about authenticity and consent.
Setting New Standards For Ethical AI In Media
ElevenLabs’ Iconic Voice Marketplace arrives at a crucial moment for the creative industries. Voice cloning has become increasingly common, often without consent or compensation, raising fears of misuse and exploitation.
Rather than enabling open replication, ElevenLabs is positioning itself as a responsible gatekeeper: each licensed voice is verified, trackable and subject to transparent usage agreements.
The company’s co-founder and CEO Mati Staniszewski described the marketplace as a “performer-first platform,” built to ensure that artists benefit from how their voices are used.
By combining cutting-edge AI with traditional licensing models, ElevenLabs hopes to demonstrate that generative technology can support, not replace, human creativity.
For creators, the marketplace offers new ways to elevate their projects, from immersive brand campaigns to historical documentaries, while ensuring that the voices involved are used with integrity.
For performers, it opens a new revenue stream at a time when the entertainment industry is still navigating the economic and ethical impact of generative tools.
A Glimpse At The Future Of Creative Collaboration
The partnership between ElevenLabs and Sir Michael Caine represents more than a product launch.
It signals an evolution in how voice technology is integrated into storytelling and production, bridging artistry and algorithm with mutual respect.
As AI becomes increasingly woven into the fabric of media, the success of ventures like this will depend on trust, between creators, audiences and the technology itself.
ElevenLabs’ model suggests a path forward: one where innovation grows hand-in-hand with consent, and where the human voice remains at the centre of the story.
