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jamescookenotthatone t1_j8oxczz wrote

>The tech used in the advert was created by Deepcake, which describes itself as an AI company specializing in deepfakes.

>Deepcake told the BBC it had worked closely with Willis' team on the advert.

>"What he definitely did is that he gave us his consent (and a lot of materials) to make his Digital Twin," they said.

>The company says it has a unique library of high-resolution celebrities, influencers and historical figures.

>On its website, Deepcake promotes its work with an apparent quote from Mr Willis: "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."

>However, Willis's agent told the BBC, "Please know that Bruce has no partnership or agreement with this Deepcake company."

>...

>In a statement from Deepcake, the company said reports that it had bought the rights to Bruce Willis's face were inaccurate.

>"The wording about rights is wrong… Bruce couldn't sell anyone any rights, they are his by default," a representative for the company said.

Wait how does that work? I assume the Deepcake people are just lying or there is some strange miscommunication.

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AnthillOmbudsman t1_j8q2y8f wrote

This is the inevitable result of news media parroting everything they get from corporate sources and posting it as credible "news".

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vemenium t1_j8qmjer wrote

Well, to be fair, if news sites can’t have unpaid interns and freelancers working for pennies type up corporate press releases with zero research and add a few sentences of forced commentary, they’ll never be able to churn out enough content to get enough clicks for a good number of people to stumble on one of their affiliate links.

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