Jean-Luc Godard once claimed, regarding cinema, "When I die, it will be the end." Godard passed away last month; film perseveres. Yet artificial intelligence has raised a kindred specter: that humans may go obsolete long before their artistic mediums do. Novels scribed by GPT-3; art conjured by DALL·E--machines could be making art long after people are gone. As deepfakes evolve, fears are mounting that future films, TV shows, and commercials may not need them at all.

Jean-Luc Godard once claimed, regarding cinema, "When I die, it will be the end." Godard passed away last month; film perseveres. Yet artificial intelligence has raised a kindred specter: that humans may go obsolete long before their artistic mediums do. Novels scribed by GPT-3; art conjured by DALL·E--machines could be making art long after people are gone. As deepfakes evolve, fears are mounting that future films, TV shows, and commercials may not need them at all.

Bruce Willis may have retired from acting following a diagnosis of aphasia, but a version of him will live on in future projects. Last year, the actor's "digital twin" appeared in an ad for a Russian telecom created by a company called Deepcake. Now, it's being reported that he sold his rights for future film, advertising and other projects to Deepcake, according to the company's website and The Telegraph. Engineers created the digital double drawing from content in Die Hard and Fifth Element, when Willis was 32 and 42, respectively. However, Willis's estate has final approval on any projects.