Renowned artist Bruce Willis became the first living actor to cede his image rights for future audiovisual productions through artificial intelligence (IA).

Those who acquired the rights to the protagonist of "Duro de Matar" have been the owners of the technology company Deepcake, According to the British newspaper The Telegraph.

Willis, of 67 years, He had announced a few months ago his retirement from acting due to aphasia, a language disorder that causes speech problems, listening and reading.

Although the amounts of the transaction were not disclosed, Willis is estimated to have received a large sum, since the agreement will last for the next 20 years.

Through this new technology, Deepcake will be able to create an “actor twin”, almost perfectly. Bruce Willis had previously given permission to the same firm to be part of an advertising cameo for Russian telephony.

At that moment, Willis had been more than happy with the results, emphasizing that it was like turning back time. Something similar to what happened in "Death suits him well", a brilliant early '90s comedy that Willis himself starred in.