Futures

Bruce Willis Denies Selling Likeness for Deepfake Technology Amid Retirement Due to Aphasia, (from page 20221002.)

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Summary

Bruce Willis has denied selling his likeness for deepfake technology, clarifying he has no agreement with Deepcake, the company purportedly involved. Deepcake confirmed that Willis’ digital likeness rights belong solely to him. Previously, Willis commented on his collaboration with Deepcake for a phone ad, expressing satisfaction with the results despite his recent retirement from acting due to aphasia, a condition affecting his language abilities. Industry insiders noted concerns about his health during filming, with some crew members assisting him with lines. Willis’s illustrious career began in 1980, highlighted by iconic roles in ‘Die Hard’ and ‘Moonlighting’, and he has received numerous accolades, including a Golden Globe and two Emmys.

Signals

name description change 10-year driving-force relevancy
Denial of Deepfake Sale Bruce Willis denied selling his likeness for deepfake use. Shift from perceived sale of likeness to confirmed ownership and control by Willis. In 10 years, celebrity control over digital likeness could become standard practice in the industry. Advancements in technology and increased awareness of digital rights will drive this change. 4
Rise of Digital Twins in Film Deepcake, a company specializing in digital twins, collaborated with Willis for an ad. Transition from traditional filming to using digital twins for performances. In 10 years, digital twins could replace physical actors in certain film genres. The need for innovative storytelling techniques and cost-effective production methods drives this change. 5
Health Issues Affecting Acting Careers Willis’ aphasia diagnosis has impacted his ability to act. From active leading actor to limited participation in film due to health constraints. In 10 years, more actors may face career changes due to health issues leading to reliance on technology. Aging population and health challenges in the entertainment industry will influence this trend. 5
Changing Norms in Actor Representation Willis’ situation highlights evolving norms in how actors are represented. Shift from traditional acting roles to digital representations and performances. In 10 years, digital representation may become the norm for aging actors or those with health issues. The entertainment industry’s adaptation to technological advancements and actor needs will drive this change. 4

Concerns

name description relevancy
Deepfake Likeness Rights The potential misuse of deepfake technology to exploit individuals’ likenesses without their consent. 5
Health Impact on Performance Actors with health issues, like Bruce Willis, may face challenges affecting their performance and production quality. 4
Ethical Concerns in Digital Representation Using digital twins could raise ethical issues regarding authenticity and representation in media. 4
Privacy in Digital Media The ability to create digital representations of individuals poses risks to personal privacy and control over one’s image. 5

Behaviors

name description relevancy
Deepfake Likeness Rights Management Actors and public figures are increasingly asserting control over their digital likenesses, preventing unauthorized deepfake usage. 5
Digital Twin Technology Usage The adoption of digital twin technology in film and advertising is growing, enabling actors to appear in new projects post-retirement or during health challenges. 4
Public Communication of Health Issues Celebrities are openly discussing health issues with fans, fostering transparency and community support during difficult times. 4
Remote Collaboration in Filmmaking Advancements in technology allow actors to participate in film projects from remote locations, enhancing production flexibility. 3
Legacy Preservation through Technology Actors are utilizing technology to preserve and extend their legacy in the industry even after retirement or health-related limitations. 5

Technologies

description relevancy src
A digital synthesis method that creates realistic representations of individuals using AI, enabling actors to appear in films posthumously or remotely. 5 6fe04b914872df30dfb18bda13c542ad
Virtual replicas of physical entities that can mimic real-life behavior, used here for creating actors’ likenesses in media. 4 6fe04b914872df30dfb18bda13c542ad

Issues

name description relevancy
Deepfake Technology and Celebrity Rights The use of deepfake technology raises questions about the ownership and control of a celebrity’s likeness, especially posthumously or in cases of disability. 4
Health Impact on Career in Entertainment Bruce Willis’ health condition highlights the impact of medical issues on long-standing careers in Hollywood, affecting roles and production decisions. 3
Digital Twins in Media The concept of digital twins, where an actor’s likeness is used in new productions, creates opportunities and ethical dilemmas in film and advertising. 4
Mental Health Awareness in the Industry Willis’ battle with aphasia brings attention to mental health challenges faced by actors and the industry’s responsibility towards them. 3
Ethics of Using Technology to Extend Careers The debate around the ethics of using technology to allow aging or incapacitated actors to continue ‘performing’ raises important moral questions. 5