According to the Telegraph, Bruce Willis “has become the first Hollywood star to sell his rights to allow a ‘digital twin’ of himself to be created for use on screen” (Telegraph, 28 September 2022). Instead of a digital twin, we can also speak of a new kind of avatar here. “Using deepfake technology, the actor appeared in a phone advert without ever being on set, after his face was digitally transplanted onto another performer.” (Telegraph, 28 September 2022) In a statement on the website of the responsible US firm Deepcake, Willis said: “I liked the precision of my character. It’s a great opportunity for me to go back in time. The neural network was trained on content of ‘Die Hard’ and ‘Fifth Element’, so my character is similar to the images of that time. With the advent of the modern technology, I could communicate, work and participate in filming, even being on another continent. It’s a brand new and interesting experience for me, and I grateful to our team.” (Website Deepcake) The actor will certainly find many imitators. The new avatars will soon be a natural part of advertising. Whether they will also be part of films has not yet been clarified. For most actors, including Bruce Willis, such a licensing would probably go too far.
BY OLIVER BENDEL
