It was reported last week that Bruce Willis had sold the rights to his face to a Russian deepfake company called Deepcake, making history as “the first Hollywood star to sell his rights to create a ‘digital twin’ of himself for use on the screen.”
Bruce Willis’s team denies AI Company Deepcake’s sales rights to the actor’s digital twin
According to Variety, while a “digital twin” of Willis was created by the deepfake company Deepcake to be used in an ad for the Russian telecom company MegaFon, Deepcake does not own the rights to Willis’s image – or to his “digital twin” . ”
Willis’ representative told the outlet that “there is no partnership or agreement between Bruce and Deepcake.” A spokesperson for Deepcake told Variety the same, adding: “The rights to the image of Bruce Willis” [and] to his Digital Twin belong to Bruce Willis and his alone.”
As the report states, Deepcake is an AI-powered content creation platform that creates “digital twins” of celebrities who use their likeness, but they don’t retain the rights over these “digital twins.” The spokesperson added: “One is getting their own fully accurate ‘digital twin’ which can replace them anywhere – at their own discretion.”
According to Deepcake, in August 2021, the studio partnered with MegaFon on an ad campaign starring Bruce Willis. The company did not work directly with Willis’s team and never made an agreement with him to use his “digital twin” for any other purpose.
“Our engineers processed a dataset consisting of 34,000 images of Bruce Willis and created his ‘digital twin’ for the MegaFon ad series,” the spokesperson said. “Bruce Willis, whose bilateral contractual arrangements with MegaFon remain unknown to Deepcake, appreciated our service and described it as ‘a very new and interesting experience’ in the official MegaFon press release.”
“I loved the precision with which my character emerged,” Willis added at the time of the release. “[The advertisement is] a mini-movie in my usual action comedy genre. For me it’s a great opportunity to go back in time. With the advent of modern technology, even when I was on another continent, I was able to communicate, work and participate in filming. It is a very new and interesting experience and I would like to thank our whole team.”
Also read: Bruce Willis quits acting after aphasia diagnosis
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