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Bruce Willis denies reports of selling rights to his face.

In a first of its kind, it was reported that Bruce Willis had sold his face to a deepfake company called Deepcake. However, these reports were denied by the actor’s spokesperson, who stated that there was “no partnership or agreement” with the company.

A Deepcake representative stated that only Willis had the right to his face. Willis retired from acting in March after he was diagnosed with aphasia, a speech impairing disorder.

Deepfakes use artificial intelligence (AI) and machine learning technology to create realistic videos, largely of celebrities or politicians. This technology is a game changer for actors who can no longer act.

A deepfake of Bruce Willis was used to create an advert for Megafon, a Russian telecoms company, last year. The tech used in this advert was created by Deepcake, which is an AI company specializing in deepfakes. According to Deepcake, they had worked closely with Willis’ team on the advert. They said that he gave them his consent along with a lot of materials to make his Digital Twin. Further adding that, it has a unique library of high-resolution celebrities, influencers, and historical figures.

Deepcake promotes its work on the website with a Mr. Willis quote. However, Willis’ agent told the BBC that Bruce has no partnership or agreement with this Deepcake company.

In a statement from Deepcake, the company said reports stating that it had bought the rights to Bruce Willis’s face were not true. The company said that the statements were inaccurate. Bruce cannot sell anyone these rights; they are his by default.

The whole confusion shows just how new the technology is and also the lack of clear rules around it.

AI replacement is a growing trend. Some are concerned that AI deep fakes will take away work from actors or that they would lose control over their faces and voices.

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