Stan Lee’s Voice Is Back — ElevenLabs Just Licensed It, and Fans Are Not Happy

Stan Lee died in November 2018. This week, his voice showed up in an AI product catalog.

ElevenLabs — the AI audio company that raised $500 million at an $11 billion valuation — has announced a partnership with Stan Lee Universe to add Lee to its Iconic Marketplace, a commercial licensing platform where companies can pay to use AI-generated celebrity voices. The deal covers Lee’s voice, his image, and his likeness. Per Variety, ElevenLabs built the voice model using professional recordings of Lee made during his lifetime.

Stan Lee Universe is a joint venture between Genius Brands International and POW! Entertainment — the company Lee founded after his Marvel era — built specifically to manage and license his name, likeness, and intellectual property. His estate had already granted Marvel Studios the rights to use his likeness in films and at Disney parks back in 2022. This deal extends that logic considerably further: instead of controlled appearances in specific Marvel productions, his voice is now available as a licensable commercial product.

What the Deal Actually Lets You Do

Through the partnership, companies can license Lee’s AI voice and likeness for commercial projects. Individual users get access to comic book panel-inspired templates featuring his image. And through ElevenLabs’ Eleven Reader app, listeners can hear audiobooks narrated in Lee’s voice — the first title in the new Stan Lee Book Club of the Month is Treasure Island, scheduled for next month.

ElevenLabs also included superhero-themed music presets in the package — presets with names like “Superhero Cinematic Swells” and “Retro Hero Fanfare” — for anyone who wants an authentic comic-book soundtrack alongside the AI voice. Lee shares the Iconic Marketplace alongside Michael Caine, David Hasselhoff, Judy Garland, John Wayne, Ricardo Montalban, and Albert Einstein.

Chaz Rainey, an attorney and board member for Stan Lee Universe, framed the partnership as an extension of how Lee engaged with fans in life: “Stan always believed in meeting his fans where they were: in the pages of a comic, at a convention, or in a quick on-screen cameo. This partnership is a way of continuing that. Fans have always told us that when they read his comics, they hear the words in Stan’s voice, and now, thanks to ElevenLabs, we can make that a reality.”

The Reaction

The announcement landed with mixed to hostile reception online. On X, responses to posts about the deal included words like “corny” and “weird,” and at least one user wrote simply: “Even in death he’s still being exploited.” Others directed criticism at Lee’s family and associates for allowing the likeness acquisition — a charged topic, since multiple people close to Lee in his final years have faced accusations of behavior that AARP has described as potentially consistent with elder abuse.

The deal arrives at a moment when the broader AI-likeness conversation is particularly fraught. SAG-AFTRA fought a nearly four-month strike in 2023 in part over AI protections for living performers, and that fight is ongoing. Using the voices and images of people who can no longer consent to any of it adds a layer the union contract negotiations haven’t fully addressed.

Lee co-created Spider-Man, Iron Man, Thor, the X-Men, and the Fantastic Four, among dozens of other characters. He was 95 when he died. A generation of Marvel fans knows him as much from his cameos as from the comics — the quick appearances in nearly every MCU film, always delighted, always in on the joke. Whether an AI audiobook narration of Treasure Island is a fitting continuation of that legacy or something else entirely is the question fans seem to be arguing about right now.