Die Hard fame Hollywood actor Bruce Willis becomes the first celebrity to sell rights to a Deepfake firm.
According to The Telegraph this means the right to give the US firm Deepcake the possibility of his “digital twin.” Willis has shown his willingness to deepfake technology, following his first experience with deepfake tech, which he used in a commercial for Russian phone service, MegaFon, Willis is now interested in being involved with future projects.
The use of deepfake technology has created a fake counterpart of someone’s likeness, which can be “transplanted” onto another person in videos. Though artificial intelligence and deep learning are used for the likeness to seem more realistic, the result raises some ethical issues. The technology was first used by Star Wars in Rogue One: A Star Wars Story as well as in The Mandalorian Season 2. Now, Willis has given permission to Deepcake so that his lookalike can be used in a commercial campaign. In 2021, Willis sold the rights to his likeness to be “hired” by Deepcake.
None of us could be happier with the results — an aphasic actor coming back to his life while curing the problem of language disorders. A decision to move away from acting was announced in March by him and his family after almost four decades of films.
Willis speaking about his cameo in a Russian commercial and his experience with Deepcake said, “Since the ’80s, Willis has been one of Hollywood’s archetypal titans for the Action Movie. It was his role as Detective John McClane in the holiday thriller Die Hard that put Willis on the map as a perpetually scowling action hero. Due to its box office success and instant classic status, McClane became the star of a franchise, while Willis went on to garner fame as a typically cynical and wise-cracking good guy in films like Armageddon, The Fifth Element, and Sin City. On occasion, he took on roles that poked fun at his rough persona, recurring as a cheeky heartthrob in the sitcom Friends as well as Malcolm Crowe in M. Night Shyamalan’s iconic horror Sixth Sense.”
The company Deepcake offers its services for a fraction of the cost to hire a star. Using Deepfake, productions can bring back old Hollywood stars and de-age actors in roles without scheduling conflicts. The idea is novel, but it’s not unheard of.
Deepfake technology offers a glimpse into an entertainment-driven future. There are no limits to how some may use this new innovation for nefarious purposes, but it also holds the potential of preserving legacies. Watch the video commercial where Willis’ deepfake was put into action below: