ElevenLabs has launched an online marketplace for companies to license AI-generated voices of famous figures, aiming to address ethical concerns in this emerging field. The new platform, called the Iconic Voice Marketplace, connects brands with rights holders of specific voices, ensuring that all usage is based on consent and fair compensation. The marketplace features a curated selection of 28 iconic voices, including those of Michael Caine, Liza Minelli, and historical personalities like Mark Twain and Thomas Edison. The process involves ElevenLabs acting as an intermediary that formalizes licensing agreements and synthesizes the voices. Some of the voices are created using cloning technology, while others rely on archival audio to replicate the original tones. Caine, one of the living celebrities involved, expressed that the initiative is about amplifying voices rather than replacing them. He believes this platform can empower new storytellers by providing access to renowned voices. The list of available voices is diverse, spanning various fields and eras, which allows companies to tap into a wide range of narratives for their advertising and content creation. This marketplace may change how brands approach voiceovers, potentially leading to more creative and engaging campaigns while navigating the complex ethical landscape of AI-generated content.