Bruce Willis' reps deny selling face rights to deepfake company

Bruce Willis has denied selling rights to his face to a company creating deepfakes of celebrities.

Last week, a rumor circulated alleging that Willis had sold the rights to his face to a Russian deepfake company called Deepcake, simultaneously making history as “the first Hollywood star to sell his rights to allow a ‘digital twin’ of himself to be created for use on screen.”

However, Willis’ reps have denied the news telling Variety that, “there is no partnership or agreement that exists between Bruce and Deepcake.”

A spokesperson for the deepfake company also discredited the rumor, saying, “the rights to Bruce Willis’ image [and] to his Digital Twin belong to Bruce Willis and to him only.”

They further elaborated: Deepcake is an AI-powered content creation platform that creates “digital twins” of celebrities using their likeness, but they do not maintain the rights over these “digital twins.”

The spokesperson added, “One gets their own fully accurate ‘digital twin’ which may substitute them anywhere – on their own decision.”

The digital twin of Bruce Willis was used in an advertisement for the Russian telecoms company MegaFon.