A drama featuring Sylvester Stallone and France’s minister for gender equality, Aurore Bergé, has sparked a significant debate between Europe’s dubbing industry and the emerging threat posed by artificial intelligence (AI). Following the passing of Alain Dorval, known as the “Voix de Stallone,” the announcement in January 2024 by U.K.-based startup ElevenLabs to recreate Dorval’s voice for the French release of Stallone’s heist thriller “Armor” on Amazon France has generated controversy. Bergé denied granting permission for ElevenLabs to utilize or publish her father’s cloned voice, despite admitting to a trial run.
For nearly 50 years, Dorval’s deep, recognizable voice became synonymous with Stallone for French audiences, giving life to characters in iconic films like “Rocky,” “Rambo,” and “Creed.” As the dubbing industry evolves, the implications of utilizing AI to clone voices pose existential questions for voice actors, especially in Europe, where the roles of voice artists are revered and their work is integral to cinematic experiences.
Jimmy Shuman, an American expatriate and general delegate of the French guild for actors and performers (SFA), stated, “It definitely created an uproar.” He highlighted that Dorval had been a staunch opponent of the use of AI for dubbing. The cloning of his voice is viewed as a provocative move, especially as negotiations to establish limits for AI in dubbing are still ongoing. This incident marks a pivotal moment in the intersection of technology and creativity.
ElevenLabs claims this is the first instance of using AI technology for dubbing a major film, yet concerns linger regarding the encroachment of this technology on the livelihoods of dubbing actors. The looming fear is that AI could undermine the quality of dubbed content, which is distinctively tailored to resonate with local audiences. According to Business Research Insights, the film dubbing market was valued at approximately $4.04 billion in 2024 and is expected to grow to over $7 billion by 2033, with streaming services significantly influencing this market.
Italy stands at the forefront of the struggle between voice actors and the burgeoning global AI market. Daniele Giuliani, president of Italy’s national dubbers’ association ANAD, noted, “We are the only ones that so far have managed to insert an AI clause in our contracts.” This clause ensures that when a voice actor is contracted, their voice can be used solely for that specific product, requiring a separate contract for any AI cloning. The strategic addition of this clause resulted from constructive discussions between Italian dubbers and major studios.
In Spain, dubbing professionals were the first in Europe to draft an AI clause to initiate negotiations. Voice actor Sara Gómez Alonso, co-president of United Voice Actors, commented on the importance of this clause for their rights: “In Spain, we stopped signing. And this has forced distributors to come down from the heights and talk to us.” This collective resistance showcases the urgency with which dubbing actors are approaching the AI crisis. As the situation evolves, the role of AI in dubbing continues to stir debate.
In a related controversy, the use of Ukrainian software company Respeecher in Brady Corbet’s film “The Brutalist” to enhance the authenticity of Hungarian dialogue has triggered additional discussions regarding modified performances. Alonso raised concerns about the fairness of these technological enhancements and their affect on award eligibility, stating, “If Adam Brody’s voice was modified in order to sound more Hungarian – more realistic – how can he then be considered for an award for a job that he didn’t really do to the fullest because it was modified?” Such reflective questions highlight the blurred lines between originality and digital enhancement in performance art.
In Hollywood, the implications of AI on actors’ voices are equally influential. Tim Friedlander, a Los Angeles voice actor and activist, emphasized the lack of control actors face over the use of their voices. He pointed to the “Voix de Stallone” case as reflective of a larger concern for many performers across the industry. Within organizations like SAG-AFTRA, negotiating AI protections in individual contracts becomes extraordinarily complex, as Friedlander explained, “There are hundreds of different contracts.” The absence of a unified approach to AI regulation complicates efforts for adequate protection.
As the dust settles from the “Voix de Stallone” drama, an Amazon spokesperson confirmed last week that Michel Vigné would voice Stallone’s character in the French version, averting the potential danger of AI replacing feature film dubbers, at least for the time being. Yet, industry experts express caution, warning that AI technology is rapidly advancing. Schuman remarked, “They are not quite there yet,” regarding the capability of AI to transform Hollywood actors’ voices directly into other languages. However, the consensus is clear: it’s only a matter of time before such advancements become a reality.
The implications of this dramatic controversy extend beyond Sylvester Stallone, affecting the larger landscape of the dubbing industry, the rights of voice actors, and the ethical ramifications of using AI in creative processes. As discussions continue, anticipation mounts regarding what may transpire next in this ongoing battle. The intersection of technology and the arts remains fraught, as both industries navigate advancements while holding onto the essence of human creativity.
The urgency behind discussions surrounding AI cloning continues to grow. As actors, studios, and tech companies engage in negotiations about the future, the outcome will undoubtedly shape the very fabric of the dubbing industry, influencing how voice acting is perceived, valued, and safeguarded in an age rife with technological capabilities.
