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The Bombay High Court granted leave to enable institution of a suit seeking protection against alleged infringement of Preity Zinta’s personality rights, copyright and reputation through AI-generated deepfakes, manipulated images, chatbot personas and other digital content disseminated online.
This article explains the concept of personality rights and how a surge in celebrity lawsuits is reshaping the law on identity, privacy, and digital misuse in India.
“Asha Bhosle has the right to control the use of all facets of her personality since the same formed part of her exclusive Personality Rights and the misappropriation of the same without her consent was liable to be restrained not only on the basis of the publicity rights but also on the basis of the tort of dilution, more particularly, tarnishment.”
Making AI tools available that enable conversion of any voice into that of a celebrity without their permission constitutes a violation of their personality rights and such tools facilitate unauthorized appropriation and manipulation of a celebrity’s voice, which is a key component of their personal identity and public persona.