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.”

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,

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