Sacha Baron Cohen says he has resurrected Ali G specifically because the character is ‘outdated and problematic’.
The 55-year-old star has revived his buffoon alter-ego for new film Ali G: Who Iz I?, with Baron Cohen now explaining why he decided to return to the divisive character.
‘The fact that Ali G is outdated and problematic is the very reason I resurrected him,’ the actor wrote in an essay for Time Magazine.
‘The world he’s returned to is, in many ways, worse than the one he left 20 years ago. All the prejudices my characters are designed to expose haven’t just lingered – they’ve metastasised. They’re fuelled by the greatest propaganda machine in history – social media – and now by its monstrous child, AI.’
Baron Cohen also observed that bigoted attitudes have ‘gone mainstream’ since he last appeared regularly as the controversial Ali G, in 2002 movie Ali G Indahouse and in his TV programme Da Ali G Show until 2004.
The comedy star, who is also known for playing the character of Borat, continued: ‘Back when I first created Borat, it took a few minutes – or a few drinks – to get people to reveal the racism that often simmered below the surface.
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‘Now, those views have gone mainstream – whether it’s fans hurling slurs and abuse at Black players during the World Cup or hundreds of white nationalists marching through Washington, D.C., on July 4.’
In 2026 Baron Cohen has claimed that ‘ignorance reigns and truth is inverted’.
The actor reflected: ‘Twenty years ago, Ali G would sit next to world experts spouting absurdities.
‘Today – fed a steady diet of disinformation and conspiracy theories by social media influencers and TikTok news – we have created an entire world where ignorance reigns and truth is inverted.
‘Thanks to this toxic brew of lies, conspiracies, and hate, right-wing authoritarianism is on the march. Intolerance and extremism have surged on the left as well. Political violence has increased, as has our tolerance for it.’
However, the comedy star also said that he had made Ali G: Who Iz I? ‘for the same reason I’ve always done this work’, which is ‘not only to make people laugh, but also to bring them face-to-face with the danger of fanaticism and conspiracy theories’.
He has already sparked backlash with Ali G after an in-character appearance on the red carpet at the film’s LA premiere last week, which was branded ‘gross’ and ‘misogynist’.
Asked for his thoughts on the now-confirmed merger between Paramount and Warner Bros., Baron Cohen as Ali G had a very different sort of union on his mind.
‘The only merger that’s happening tonight is me and Sydney Sweeney’s babylons,’ he declared, using the character’s slang for breasts.
With the remark quickly attracting criticism on social media, some viewers were questioning whether his brand of humour still has a place in 2026.
‘Misogyny isn’t a punchline.., Gross,’ one person wrote on X, while another asked: ‘How did we find him funny?’
Others also argued that Baron Cohen as Ali G is ‘tedious’ because his once-groundbreaking character hasn’t evolved with the times.
‘I think the thing is… Conceptually the idea of a cosplaying cultural idiot is still applicable to today’s age but he’s done NOTHING to update it to today’s references,’ one critic argued.
‘Makes it really stale. You can say that’s part of the joke but I think it’s a lazy defence.’
UK chain Picturehouse, which has 25 neighbourhood cinemas across the country, previously told Metro it had ‘no plans’ to show Ali G: Who Iz I? upon release.
With the film in cinemas this Friday, Picturehouse Cinemas’ website appears to confirm this, with no screenings available to book.
Ali G: Who Iz I? is in cinemas from October 23.