In a statement from Bruce Willis' representative,Gulab 69 (2025) Hindi Web Series the actor has denied any claim that he has sold the rights to his digital likeness for future films and ads, according to The Hollywood Reporter. In a statement shared with THR, the rep. said that Willis "has no partnership or agreement with this Deepcake company."
A spokesperson with Deepcake told THRthat Willis’ digital-likeness rights cannot be sold. As such, any involvement with the actor has to be done through his representatives at CAA. Willis collaborated with the company to create a digital twin for an ad back in 2021 and "any future use of the likeness would be up to Willis."
Deepcake uses the same kind of tech used in the Star Wars franchise to recreate the younger versions of actors, including Mark Hamill, and to create digital versions of Carrie Fisher after her death. Just last week, James Earl Jones approved the AI recreation of his voice on future projects as he eyes retirement.
In March 67-year-old Willis was diagnosed with aphasia, a language disorder stemming from brain damage that affects comprehension of written and spoken language and communication. By then, reports of his struggle to recall lines and cues had been circulating within the industry for some time.
Engadget reports that Willis worked with Deepcake on a 2021 ad for Russian telecom company Megafon, in which his face was swapped on to that of actor Konstantin Solovyov. Engineers used scenes from Die Hardand Fifth Elementto create a likeness of Willis that lives on the company's AI platform. Willis's estate will have final approval on any future projects.
Deepfakes are a new and unregulated area of technology that's already being used nefariously by scammers to spread misinformation. They have also been used to produce pornography without the consent of the subject and overall present a whole host of ethical and safety implications for celebrities and normal folks alike.
UPDATE: Oct. 2, 2022, 12:08 p.m. CDT This article has been updated due to new information and for clarity purposes. Bruce Willis’ representative has released a statement denying widespread media reports that the actor’s digital likeness has been sold. This story has been updated accordingly.
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