He did do a deepfake commercial last year.
Willis has "no partnership or agreement" with the firm, he said on Sunday.
Last year, Willis did work with Deepcake to create an advert for Megafon, a Russian telecoms company, which is where the rumors began. The advert saw the use of deepfake technology to recreate Willis’ appearance. Deepcake’s website even boasts a recommendation attributed to Willis: "I liked the precision of my character. It's a great opportunity for me to go back in time. The neural network was trained on content of Die Hard and Fifth Element, so my character is similar to the images of that time."
It was able to modify existing video footage of a person speaking with new doctored dialog. It used machine learning to completely automate facial reanimation.