Bruce Willis sells image rights to artificial intelligence agency Deepcake

Bruce Willis is the first major Hollywood celebrity to sell his image rights to artificial intelligence agency, Deepcake.

In March of 2022, Willis' family released a joint statement on their social media accounts saying, the actor was  “experiencing some health issues and has recently been diagnosed with aphasia, which is impacting his cognitive abilities.

2024's biggest movies - Everything you need to know about Beverly Hills Cop: Axel F

Sunday 14 April 2024, 10:30

It's Always Sunny in Philidelphia Streaming UK: How to watch

Friday 12 April 2024, 14:41

“As a result of this and with much consideration, Bruce is stepping away from the career that has meant so much to him.

“This is a really challenging time for our family and we are so appreciative of your continued love, compassion and support. We are moving through this as a strong family unit, and wanted to bring his fans in because we know how much he means to you, as you do to him.

“As Bruce always says, ‘Live it up’ and together we plan to do just that.”

It was confirmed that the actor was suffering from aphasia, a form of brain damage that can impact speech and movement.

Willis previously enjoyed a reputation as one of the most bankable stars in Hollywood thanks to starring roles in the likes of Die Hard, Pulp Fiction, Armageddon, Unbreakable and the Sixth Sense.

And, we could actually see him in further blockbusters - even alongside the likes of deceased stars like Marilyn Monroe.

Deepcake is an organisation that uses digital technology to put the faces and likeness of celebrities on a body double. The company is the focus of a new documentary, Tech to the Future.

Its director, Sandro Monetti, says Deepcake want to become a major player in Hollywood.

"They are thinking bigger than just using this tech for cool Instagram reels," he said.

"Deepcake wants a large slice of the Hollywood money pie – and if it can get the rights to stars living and dead, they might well get it.

"This development upends the film's industry – it's not a death knell for current stars but a new opportunity.

"Actors of today now have the chance to share the screen with classic idols like Cary Grant or Marilyn Monroe. If this tech had been available just a bit earlier, we could have seen Elvis in his own biopic."

Willis' likeness has already been used to highlight what Deepcake can do, with his image used in an old advert from Russia.