Bruce Willis is denying that he sold his digital likeness to a deepfake production company.
Representatives for the 67-year-old former actor – forced into retirement after his aphasia diagnosis – told The Hollywood Reporter that he “has no partnership or agreement with this deepcake company”.
The spokesperson confirmed that the “Die Hard” star’s deepfakes were created for a 2021 ad campaign, but said any future use of the likeness would have to be approved by Bruce.
A Deepcake publicist also spoke to the media outlet, saying that Bruce’s digital likeness could not have been sold in the first place because he is their sole owner.
Bruce is said to have become the first actor to complete the sale, which would allow the creation of his “digital twin” to be featured in projects.
A statement issued by Bruce is said to have recently appeared on Deepcake’s official website, in which he apparently talked about his deepfakes appearing in a European advertising campaign.
The actor is said to have seen this as “a great opportunity for me to go back in time”, and he reportedly added: “With the advent of modern technology, I could communicate, work And could take part in the filming, even on another continent. This is a completely new and interesting experience for me and I am grateful to my team.”
Dad-of-five Bruce was announced to be retiring from an acting career in March after he was diagnosed with aphasia – characterized by difficulty with language or speech.
It is usually caused by damage to the left side of the brain, which is responsible for understanding and forming language.
The news of his retirement was revealed through a post shared on his daughter Rumer’s Instagram account, and which was signed by several of his children and family members, including his ex-wife Demi Moore.
He said his aphasia was affecting his “cognitive abilities”, adding: “This is a really challenging time for our family and we greatly appreciate your continued love, compassion and support … as Bruce always says, ‘Live it’ and together we plan to do just that.”