{"id":168950,"date":"2023-08-03T00:22:23","date_gmt":"2023-08-03T05:22:23","guid":{"rendered":"https:\/\/lifeboat.com\/blog\/2023\/08\/bruce-willis-sells-his-likeness-for-a-deepfake-ad"},"modified":"2023-08-03T00:22:23","modified_gmt":"2023-08-03T05:22:23","slug":"bruce-willis-sells-his-likeness-for-a-deepfake-ad","status":"publish","type":"post","link":"https:\/\/lifeboat.com\/blog\/2023\/08\/bruce-willis-sells-his-likeness-for-a-deepfake-ad","title":{"rendered":"Bruce Willis sells his likeness for a deepfake ad"},"content":{"rendered":"<p><\/p>\n<p><iframe style=\"display: block; margin: 0 auto; width: 100%; aspect-ratio: 4\/3; object-fit: contain;\" src=\"https:\/\/www.youtube.com\/embed\/YI_kf5GcHTA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope;\n   picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>In 2021, retired actor Bruce Willis gave video production firm <a href=\"https:\/\/deepcake.io\/\" target=\"_blank\" rel=\"noreferrer noopener\">DeepCake<\/a> permission to use <a href=\"https:\/\/www.freethink.com\/science\/what-is-a-deepfake\" target=\"_blank\" rel=\"noreferrer noopener\">deepfake<\/a> tech to insert his likeness into a series of advertisements \u2014 and the AI they trained for the project could allow him to keep entertaining fans well into the future.<\/p>\n<p><strong>Authorized deepfake:<\/strong> In March 2022, Willis\u2019 family <a href=\"https:\/\/www.instagram.com\/p\/Cbu-CyELWio\/?utm_source=ig_web_copy_link\" target=\"_blank\" rel=\"noreferrer noopener\">announced<\/a> that he would be stepping away from acting due to a recent diagnosis of aphasia, a language disorder that was impairing his cognitive abilities.<\/p>\n<p>One of the action star\u2019s last projects was a series of ads for Russian telecom company MegaFon, but it turned out he didn\u2019t <em>really<\/em> act in the commercials \u2014 the ads were <a href=\"https:\/\/www.freethink.com\/culture\/kendrick-lamar-deepfakes\" target=\"_blank\" rel=\"noreferrer noopener\">deepfakes<\/a> that used AI to insert Willis digitally into the videos.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2021, retired actor Bruce Willis gave video production firm DeepCake permission to use deepfake tech to insert his likeness into a series of advertisements \u2014 and the AI they trained for the project could allow him to keep entertaining fans well into the future. Authorized deepfake: In March 2022, Willis\u2019 family announced that he [\u2026]<\/p>\n","protected":false},"author":556,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20,6],"tags":[],"class_list":["post-168950","post","type-post","status-publish","format-standard","hentry","category-futurism","category-robotics-ai"],"_links":{"self":[{"href":"https:\/\/lifeboat.com\/blog\/wp-json\/wp\/v2\/posts\/168950","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lifeboat.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lifeboat.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lifeboat.com\/blog\/wp-json\/wp\/v2\/users\/556"}],"replies":[{"embeddable":true,"href":"https:\/\/lifeboat.com\/blog\/wp-json\/wp\/v2\/comments?post=168950"}],"version-history":[{"count":0,"href":"https:\/\/lifeboat.com\/blog\/wp-json\/wp\/v2\/posts\/168950\/revisions"}],"wp:attachment":[{"href":"https:\/\/lifeboat.com\/blog\/wp-json\/wp\/v2\/media?parent=168950"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lifeboat.com\/blog\/wp-json\/wp\/v2\/categories?post=168950"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lifeboat.com\/blog\/wp-json\/wp\/v2\/tags?post=168950"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}