Should AI eternalize the image and voice of actors?

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James Earl Jones has made countless contributions to pop culture and film; his legacy is one that will live in infamy.

In light of the recent passing of film legend, the great James Earl Jones (Jan. 17, 1931-Sept. 9, 2024), a man who devoted his life to the craft of film and entertainment, it is only fitting to comment on how his memory is honored through the perpetuation of his likeness and voice, largely for corporate gain. The implications of this direction in the entertainment industry are still emerging, but they reveal an appalling and severe disservice to performers and artists. 

James Earl Jones was best known for being the voice behind characters like Darth Vader and Mufasa in the Star Wars and The Lion King franchises, respectively, amidst playing a wide array of characters in almost every other known medium and genre. With an opposing filmography and collection of awards, this actor has found his way into numerous generations’ hearts, homes, and lives. Regardless of your age, bets are that you have heard this iconic voice. 

In recent years, Jones had decreased his appearances in voice acting due to multiple health issues. According to The Hollywood Reporter, the man “quietly retired from the role but signed over rights to his archival voice work.” In light of this, Disney—the corporation that owns the Star Wars franchise—used an AI rendition of his voice for the recent Obi-Wan Kenobi (2023) show, which aired exclusively on Disney+. They were able to fully replicate the man’s voice using preexisting sound bits and audio engineering. 

Many, including myself, found this left a sour taste in our mouths. Yes, this would mean our favorite antagonist would continue to be seen in new properties, giving more range and characterization to a staple of the franchise. Many felt that other avenues could have been taken before the use of AI renditions voices became the answer. This reaction was not solely because fans are against AI usage but because this voice can be replicated, as with most, through mimicry and other voice actors’ likenesses.

For example, Rick and Morty (2013–present), a prominent adult animated sitcom created by Justin Roiland and Dan Harmon, experienced a public conflict with its co-creator Justin Roiland when it came out that he was accused of various domestic abuse and sexual abuse charges. These ultimately resulted in his termination from the show. The biggest issue was that he voiced the show’s two leads and various side characters, putting the remaining crew in a predicament where they would have to figure out how to continue without him. The transition was not easy, and for a time, many fans thought this show was permanently on hiatus. After recasting these roles, however, the show continued! This is not to say that the character of Darth Vader, Mufasa, or any of the others played by James Earl Jones need to be recast—but this is one proposed alternative to what is currently underway. This method allows this actor to rest finally and for a new generation to step into his shoes. 

When James Earl Jones signed over the rights to his voice being used in conjunction with AI, knowingly or not, he agreed for his likeness to be eternalized by this up-and-coming software. Now, even with the actor's passing, Disney can continue to create new properties with his voice attached to it, whether or not the actor or his family would have agreed to join the project initially.

The big issue here lies in the autonomy revoked from the performer and, what many say, is a move that will never “let the dead rest,” so to speak. One’s autonomy—a person’s right to their experiences—has become void for corporate gain, an irreversible decision regardless of the backlash, with this use of AI to elongate and perpetuate a dead performer’s body of work. Now, for years to come, we will be able to continue to hear the uncanny likeness of the great James Earl Jones in new, possibly exciting ways, but the dictation on what/how something can be said solely falls on those who generate statements, not the self; Disney is now his lone guiding force. 

While one can argue that this was an agreement, which it was. Even so, James Earl Jones couldn’t possibly conceive of the moral implications of such a contract at the time of signing, and frankly, neither can we as a general public. The only concrete thing that has come out of this situation is that his voice will outlive his physical body—his lifetime artificially sustained by prompt engineering—and we will continue to see Darth Vader, Mufasa, and so many others, for better or worse.