Bollywood vs. AI - The Battle for Personality Rights!

Bollywood vs. AI - The Battle for Personality Rights!

Generative AI, deepfakes, and face-morphing technologies are making it easier than ever to exploit a celebrity's likeness without permission. From unauthorized commercial ads to malicious deepfake pornography, public figures are facing a crisis of misinformation and digital stalking. This presentation covers the rising wave of Bollywood star - from Salman Khan to Amitabh Bachchan - petitioning the High Courts to legally secure their 'Personality Rights' and regain control of their identity.

The Latest Entrants

Salman Khan: Moved Delhi HC to secure his name, image, voice, and likeness against online harassment, digital stalking, and morphed content.

The Latest Entrants

NTR Junior: Approached the court just days prior, highlighting the industry-wide urgency to curb unauthorized generative AI use.

Battling Deepfakes & Indecency

Ajay Devgn (November): Took action specifically against deepfake pornographic content and unauthorized digital persona use.

The Ruling: The court ordered infringing websites to immediately remove the offensive material.

Protecting The Brand Name

Abhishek Bachchan (September): Sued to protect his name, image, and signature. The court restrained platforms from exploiting his persona without permission.

Protecting The Brand Name

Hrithik Roshan (October): Secured rights against 'objectionable social media posts,' with the court ordering their removal to protect his publicity rights.

The Stance Against AI Loopholes

Aishwarya Rai Bachchan (September): The Delhi HC set a strong precedent, stating that the legal system must adapt to technology.

The Verdict: Platforms were explicitly restrained from sharing AI-generated or deepfake content featuring the actor.

Beyond Acting - Voice & Influence

Kumar Sanu (October): Granted interim protection against the cloning of his singing style and voice.

Beyond Acting - Voice & Influence

Sri Sri Ravi Shankar (October): The spiritual guru sought and received protection against AI-generated content misusing his likeness and teachings.

Conclusion

The Risk: Rise of face-morphing and deepfakes puts public figures at risk of misinformation and exploitation.

The Future: Courts are increasingly recognizing 'Personality Rights' as essential to maintaining control over one's identity in the digital age.