The dubbing industry in Mexico is going through a crisis after the recent use of artificial intelligence to clone the voice of José "Pepe" Lavat, emblematic narrator of Dragon Ball Z and a recognized figure in the audiovisual scene. The National Electoral Institute (INE) used the cloned version of his voice in a video published on TikTok, which has generated a wave of indignation among professionals in the sector.
The case not only highlights the rapid expansion of voice cloning technology in the entertainment industry, but also the lack of regulation and protection for those who rely on their voice as a work tool. Voice actors, announcers and other artists have been seriously affected by this situation, which has led to mobilizations in search of laws that guarantee their rights.
The controversy: use of Pepe Lavat's cloned voice
The controversy erupted when the INE released a 55-second institutional video in which the voice of Pepe Lavat, who died in 2018, thanking citizens for their participation in the elections of June 2, 2025. The message, created to encourage voting, imitated the characteristic tone with which the actor narrated Dragon Ball Z, accompanied by piano music inspired by the series.
The actor's family, particularly his widow Gisela Casillas, learned about the video from colleagues and friends. When she asked the agency for an explanation, the response was uninspiring, and she even suggested she "sue" if she wanted a solution. This incident has intensified outrage in the artistic community and has rekindled the debate on the ethics and legality of using AI in voice reproduction, highlighting the need for clear regulation.
Union reaction and public protests
The community's response was immediate. Associations such as ANDA, SOGEM and AMELOC They called for a demonstration at the Monument to the Revolution in Mexico City. Dozens of broadcasters, voice actors, and members of the audiovisual sector they raised their voices to demand a legal framework that protects them from advances in artificial intelligence and voice cloning without consent.
During the protest, prominent figures such as Lili Barba (president of AMELOC and voice of Daisy Duck), Mario Castaneda (voice of Goku), and the dubbing director Mario Heras They denounced the risks involved in dubbing automation. They stated that AI, although increasingly powerful, still fails to capture the emotions, nuances and naturalness that human work contributes to interpretation.
Sector demands: legal protection and recognition of rights
Among the main demands of the unions is the voice recognition as sensitive biometric data, the need to establish clear and specific contracts for the use and training of AI, and the guarantee of a financial compensation and credit suitable for artists. They also emphasize that the families of deceased actors, as in the case of Pepe Lavat, should have the right to decide and be compensated if their loved ones' voices are used.
The sector insists that dubbing and voice-over work remains reserved for national talent and that legislation provides for the protection of all members of the industry: directors, producers, assistants, makeup artists, and technicians.
Technology and the future of dubbing
AI tools like Flawless AI (TrueSync), Respeecher and HeyGen AI They are already able to clone voices and synchronize lip movements in a matter of minutes, reducing production costs but generating ethical and labor dilemmas. Platforms like Prime Video y YouTube They have begun to experiment with automatic dubbing, a trend that is consolidating in the industry but which, according to professionals like Mario Heras, still does not match the interpretive richness of human work.
The emergence of this problem has motivated protests and strikes in Hollywood (SAG-AFTRA 2023-2024) as well as in Spain, where creators have pushed to ensure consent and fair compensation for the use of digital voices.
The Pepe Lavat case has highlighted the dangers of pushing technological innovation beyond ethical and legal boundaries. The viralization of the INE video on social media has highlighted the urgency to regulate the use of AI to prevent abuse, protect the livelihoods and identities of those working behind the microphones and images.
As technology advances, the Mexican artistic sector demands clear measures that balance the possibilities offered by artificial intelligence with the respect for the rights and memory of artistsThe voices that gave life to iconic characters in animation and film demand that their work, far from being a mere digital input, continue to be valued and protected in the face of future challenges.