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, which used artificial intelligence technology to map Willis’ face onto another actor. Not long after, representatives of Willis said that the star ofand had no relationship with Deepcake, even though the company's website had a complimentary quote from the star.
The episode raises a lot of questions, not least the meaning of identity at a time when one’s image can be so easily faked. So I went to the source and spoke to Deepcake’s founders. The two-year-old startup from the former Soviet state of Georgia is the project of Ukrainian-born CEO Maria Chmir, a marketing executive, and head of machine learning Alex Notchenko, who has a doctorate in AI.
Chmir says that Willis was deepfaked because he wasn’t available to travel, but the process makes economic sense as well. While leasing an actor’s rights might be about 30 percent less than the usual appearance fee, she says, still bigger savings come from the lower costs of filming a cheap actor-double instead of a superstar, who requires first-class travel, a big trailer, and ridiculous demands in contract riders.
But Deepcake isn’t just faking superstars. They recently did a job for an agricultural firm that wanted to make educational videos starring its in-house expert, a busy person not comfortable in front of a camera. With the subject’s permission, Deepcake converted video of an understudy in an exact duplicate. “We also cloned the voice for full similarity, of course,” Chmir says.
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