Bruce Willis’ agent has denied reports that the movie star has sold the rights to his face.
Last week, it was widely reported that Willis, in a first-of-its-kind deal, had sold his ‘face’ to a company called Deepfake.
However, a spokesperson for the actor said he had “no partnership or agreement” with the company, and a representative for Deepcake said only Willis had the rights to his face.
Willis announced his retirement from acting in March after being diagnosed with aphasia, a disorder that affects speech.
Deepfakes use artificial intelligence (AI) and machine learning technology to create realistic videos, often of celebrities or politicians. For actors who can no longer act, technology has the potential to change the game.