The Netflix docuseries American Murder: Gabby Petito has sparked controversy for using AI to recreate Petito’s voice, raising ethical concerns among viewers. Petito’s 2021 disappearance and murder drew nationwide attention after she documented a cross-country trip with her fiancé, Brian Laundrie, on social media. Laundrie, who was later found dead by suicide, left a note taking responsibility for her death, according to officials.

The three-part series, released this week, includes interviews, footage, and excerpts from Petito’s writings. A disclaimer states that her journal entries and messages were “brought to life in this series in her own voice, using voice recreation technology.” Directors Julia Willoughby Nason and Michael Gasparro told Us Weekly that her family approved the AI-generated voice, but many viewers found it unsettling. Some called it “deeply uncomfortable” and “wholly unnecessary,” while a viral TikTok labeled it a “step too far.” Netflix and the filmmakers declined to comment.

AI-generated voices in documentaries remain controversial. In Roadrunner: A Film About Anthony Bourdain, director Morgan Neville used an AI model to recreate Bourdain’s voice, which also drew backlash from fans who felt misled. The ethics of voice cloning depend on how it’s used, according to Merve Hickok, president of the Center for AI and Digital Policy. While recreating a voice to enhance public content may be acceptable, using it for deeply personal material raises ethical concerns.

Hickok argues that in cases like Petito’s, where her voice was taken away against her will, recreating it for commercial purposes—even with family consent—is questionable. Petito’s mother, Nichole Schmidt, acknowledged the discomfort, telling The Independent, “We know her actual voice, so it’s a little off.” Her stepfather, Jim Schmidt, added, “AI or her real voice, I still get upset hearing it knowing she’s gone.”

While voice cloning could have future uses for remembrance, Hickok warns of its risks, especially in an industry that has long found ways to evoke emotion without relying on emerging technology. “Just because there’s a new technology in town doesn’t mean it has to be used for such purposes,” she said.