OCTOBER 3, 2022|ARTIFICIAL INTELLIGENCE
Deepfake Company Fakes the News That They Own the Rights to Bruce Willis' Digital Twin Likeness
The story was fairly ordinary. Bruce Willis, star Hollywood actor who has been unable to continue his craft due to a diagnosis of aphasia (loss of language skills), sold the rights for a Russian company to use a “digital twin” version of him in an ad. It got more complicated when the news broke that Willis sold a deepfake version of his identity to use in any project, which he quickly denied.
Regardless, the story raised some difficult questions about the future of identity, whether it is ethical to deepfake a deceased or incapacitated actor into a series once more and perhaps most interestingly, whether this idea of selling one's digital likeness may represent a big new source of revenue for those who decide their face could be more of a moneymaker when it is faked.
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How It All Started
A Short Backstory Of This Blog
This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.
