AI audio startup ElevenLabs is enlisting some of the world’s most recognizable voices—both living and historical—for brand campaigns.

At its ElevenLabs Summit on Tuesday, the company unveiled its Iconic Voice Marketplace, a new platform that lets brands license the voices of public figures including Michael Caine, Maya Angelou, and Alan Turing for use in marketing, entertainment, and branded storytelling.

Caine announced the partnership in a promotional video—voiced by his AI replica—saying the goal wasn’t to replace human creativity but to “amplify” it with AI.

The marketplace allows brands to negotiate directly with rights holders and talent representatives before deploying AI-generated voices, according to a company spokesperson.

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