A deepfake of Bruce Willis sparked widespread confusion about AI technology and legal rights online - prompting the retired actor's agent to confirm that Willis did not sell the rights to his digital likeness.
According to Reuters, a Russian firm called Deepcake created a realistic AI-generated image of Bruce Willis in a commercial for Megafon, a Russian telecoms company, in 2021.
Deepcake imposed Willis's face onto a Russian actor's head by using neural network technology – a year before the actor retired.
Rumors recently emerged that Willis "sold" his likeness to the company to continue acting amid his aphasia diagnosis.Though Willis did authorize the deepfake, his representatives confirmed that he did not "sell the rights" to his face. "Please know that Bruce has no partnership or agreement with this Deepcake company," Willis’s agent said in a statement to the BBC.
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