Mumbai (Maharashtra): Bollywood superstar Akshay Kumar has approached the Bombay High Court seeking protection for his personality rights, amid growing concerns over AI-generated content misusing celebrities’ identities. The actor’s legal move comes after reports of unauthorized imitations of his likeness and voice being circulated, highlighting a pressing issue in the entertainment industry.

In recent months, several prominent Bollywood figures, including Aishwarya Rai, Abhishek Bachchan, Amitabh Bachchan, Karan Johar, Rishab Shetty, and Akkineni Nagarjuna, have taken similar steps to safeguard their identity from AI exploitation. Earlier this month, the Bombay High Court granted interim protection to veteran playback singer Asha Bhosle, prohibiting the use of her name, photographs, or personal attributes—even through AI tools.

Legal basis for personality rights

The action underscores the significance of personality rights, which allow individuals to control how their identity—including name, face, image, voice, or signature—is used both publicly and commercially.

Personality rights are broadly divided into two categories:

  • Right of publicity: Prevents unauthorized commercial use of a person’s identity, such as appearing in advertisements or endorsements without consent.
  • Right to privacy: Protects individuals from personal intrusions, including deepfakes, doctored endorsements, or manipulated intimate visuals.

The Delhi High Court has previously clarified that personality rights give individuals the autonomy to permit or deny exploitation of their likeness, voice, or other personal attributes. The court stated, “Personality Rights of individuals, simply put, entail the right to control and protect the exploitation of one’s image, name, likeness or other attributes of the individuals’ personality, in addition to the commercial gains that can be derived from the same.”

Rising concern over AI-generated content

With the rapid growth of AI technologies, celebrities increasingly face risks of unauthorized digital replication of their voice or image. Akshay Kumar’s lawsuit emphasizes the need for legal safeguards to prevent misuse, protect reputation, and secure commercial interests in a digital age. Experts note that AI-generated deepfakes or mimicked endorsements, if left unchecked, can have long-term legal and reputational consequences for public figures.

Akshay Kumar’s recent work

On the work front, Akshay Kumar was last seen in ‘Jolly LLB 3’, which received decent reviews. He is currently shooting for Priyadarshan’s next project ‘Haiwaan’ alongside Saif Ali Khan. The actor was also seen in ‘Housefull 5’, which performed well at the box office, and the Telugu film ‘Kannappa’, featuring Mohanlal, which received mixed reviews.

Interim protection granted

The Bombay High Court has granted interim protection to Akshay Kumar’s personality rights, preventing unauthorized commercial or digital exploitation of his likeness and voice until the final hearing. Legal experts suggest this move could set a precedent for other celebrities to protect their identity against AI misuse.

The case also highlights the broader implications of AI in entertainment, signalling the importance of legal frameworks that balance innovation with individual rights. As AI technologies evolve, courts are likely to play a key role in regulating the digital representation of public figures, ensuring their reputation and rights remain protected.