Companies Are Deepfaking Celebs Into Ads Without Their Permission


Earlier this fall, Bruce Willis’s representatives shut down reports that the actor signed a deal to get deepfaked into future productions. A year before, a Russian telecom company deepfaked the action star into a TV commercial (with permission), and the Pandora’s box has been open ever since.

Now, the Wall Street Journal reports that agencies are injecting simulacra of A-listers including Tom Cruise, Leonardo DiCaprio, and Elon Musk into ads. The most worrying part, according to the WSJ? None of the last three celebrities ever agreed to appear.