Bruce Willis has denied the claim that he sold his likeness for the use of deepfake appearances. Deepcake, the company behind the technology, confirmed that Willis’ digital-likeness rights cannot be sold since they belong to him by default. Willis allowed Deepcake to use his face in a phone ad and expressed his appreciation for the precision and the opportunity to continue working in the action-comedy genre. Earlier this year, Willis announced his retirement from acting due to aphasia, a condition that affects language expression and comprehension. Industry insiders reported that his health issues had been a concern for several years. Despite his retirement, Willis had a successful career spanning over 40 years, with notable roles in films like Die Hard and Moonlighting, earning him multiple award nominations and wins.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Bruce Willis sells likeness | Adoption of deepfake | More actors using deepfake | Desire for continued presence |
| technology for film appearances | technology in film | technology in films | in films |
| Willis denies deepfake sale | Rejection of false | Greater skepticism towards | Preservation of personal |
| claim | deepfake claims | deepfake technology | image rights |
| Willis stepping away from acting | Career transition | Increase in actors retiring | Health issues |
| due to aphasia | and retirement | due to health issues | |
| Concerns about Willis’ health | Impact on film | More considerations for | Impact of health issues on |
| and ability to act | productions and | actor’s health in film | actor’s performance |
| performance | productions | ||
| Willis’ successful acting career | Successful acting | More actors achieving | Talent and popularity |
| spanning over 40 years | career | longevity in acting careers |