Bruce Willis denies promoting deepfake rights to Deepcake


Enlarge / The true Bruce Willis at a movie premiere in 2019.

On Friday, Ars Technica reported that Bruce Willis had bought his likeness to be used in deepfakes, in keeping with The Telegraph. Dozens of stories websites repeated the Telegraph’s declare. Over the weekend, the BBC found that Bruce Willis has “no partnership or settlement” with the agency Deepcake, which relies in Georgia, the Eurasian republic.

It is unclear how the wrong declare originated at The Telegraph. Whereas reporting final Friday, we tried to confirm among the claims within the unique Telegraph article (similar to Willis being the primary actor to promote his deepfake rights), however we couldn’t accomplish that, and we famous that within the report. We additionally famous that Deepcake is doing enterprise in America below an organization registered in Delaware. Nevertheless, we did not comply with via with verifying the complete declare, and we apologize for the error and for repeating the faulty data.

Enlarge / Deepcake’s web site options Bruce Willis prominently in advertising and marketing supplies. Nevertheless, Willis’ agent says, “Please know that Bruce has no partnership or settlement with this Deepcake firm.”


It is unclear if Deepcake ever had the rights to make use of Bruce Willis’ likeness on its web site or in its advertising and marketing supplies. Deepcake advised the BBC, “What he positively did is that he gave us his consent (and loads of supplies) to make his Digital Twin.” Deepcake additionally claims, per The Hollywood Reporter, that the corporate’s involvement with Willis arrived via the Inventive Artists Company to be used in a 2021 Russian mobile phone industrial. Nevertheless, Willis’ representatives nonetheless deny having any involvement with the corporate.

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