Bollywood is in the throes of a digital storm as its top stars rush to courts seeking protection against deepfakes, AI-generated content, and unauthorized usage of their identities on social media.
The latest high-profile case involves Akshay Kumar, who petitioned the Bombay High Court on Wednesday to urgently restrain and remove fake content that misuses his image, voice, and persona.
Justice Arif Doctor heard the petition and indicated the court would likely grant interim protection, underscoring the severity of the threat.
Also read: AI Actress Tilly Norwood Sparks Hollywood Outrage: What Her Rise Means for Film Industry
Kumar joins a distinguished and growing list of celebrities, including Aishwarya Rai Bachchan, Abhishek Bachchan, Amitabh Bachchan, Hrithik Roshan, Karan Johar, and Asha Bhosle, who have secured legal protections in similar battles against AI-driven violations.
Alarming Cases of AI Manipulation
The scale and sophistication of these violations reveal a disturbing trend. Akshay Kumar’s case alone highlights examples that have gone viral: an AI-generated fake trailer depicting him as Uttar Pradesh Chief Minister Yogi Adityanath, which drew nearly two million views before being taken down, and a manipulated video showing him making controversial remarks about Rishi Valmiki, sparking widespread protests.
Senior counsel Birendra Saraf explained that some AI platforms now offer tools dubbed “AI Akshay Kumar V2 Voice,” which can reproduce the actor’s vocal tone from any text input with frightening accuracy.
The petition also referenced obscene blogs, unauthorized gambling endorsements, counterfeit merchandise, and deepfake content spreading across popular platforms like YouTube, Instagram, Facebook, and X (formerly Twitter), some of it originating from the dark web.
Bachchan Family Targets YouTube Over AI Content
The Bachchan family faces some of the most disturbing digital violations. Abhishek and Aishwarya Rai Bachchan filed an extensive 1,500-page suit against YouTube detailing “sexually explicit” AI-manipulated videos.
This includes entirely fabricated clips, such as one showing Abhishek kissing an actress and another portraying Aishwarya dining with Salman Khan as an angry Abhishek watches. The Delhi High Court has already ordered the removal of over 500 links, with the couple seeking substantial damages totaling $450,000.
Legal Protections for Personality Rights
Personality rights provide individuals the legal authority to control and protect the commercial and public use of their name, image, voice, signature, and likeness.
These rights encompass the Right to publicity, preventing unauthorized commercial use, and the Right to privacy, guarding against deepfake content, morphed visuals, and fake endorsements.
Courts in India have acted proactively despite lacking AI-specific legislation. The Delhi and Bombay High Courts have issued orders restraining unauthorized AI content and commercial exploitation while also making clear distinctions to protect noncommercial fan engagement.
Justice Manmeet Pritam Singh Arora notably stated, “We cannot have fan clubs taken down without due process. Instagram use includes both commercial and recreational purposes.”
Why the Legal Wave Is Escalating
This surge in legal actions comes amid the democratization of AI technology, now accessible to anyone with a smartphone and basic skills to generate convincing fake videos and voice clones.
India’s massive digital presence, with over 600 million YouTube users alone, provides fertile ground for the rapid proliferation of such content.
Celebrities’ well-documented images and voices make them prime targets, with their influence driving fake content virality and real-world consequences that include public unrest and financial scams.
The Bachchans’ case underscores a new frontier: blocking websites from uploading videos that train AI platforms without consent, fearing misinformation and bias in artificially generated content.
International Impact and Precedents
Notably, Anil Kapoor’s 2023 legal victory against 16 defendants for unauthorized AI misuse positioned him on Time’s 100 Most Influential People in AI list. His case is often likened to Scarlett Johansson’s fight against OpenAI over voice imitation, symbolizing the global challenges celebrities face in protecting digital likenesses.
Yet, legal experts argue that India and many countries urgently need comprehensive AI laws addressing deepfakes and digital impersonation, not only for celebrities but also for ordinary citizens. These laws should include clear penalties for offenders and hold platforms accountable for hosting unauthorized content.
Industry and Legal Challenges
It remains clear that technology’s rapid advance will keep pushing courts, celebrities, and platforms toward new legal and ethical boundaries.
While courts have shown willingness to protect personality rights through injunctions and takedown orders, broader legislative frameworks are required to tackle AI misuse comprehensively.
For Akshay Kumar and his peers, the fight extends beyond individual cases; it is about shaping protections for all against emerging technological threats and ensuring that AI remains a tool for creativity rather than exploitation.
Also read: Warner Bros. Discovery’s Firm Stance Against Israeli Film Boycott: What It Means for Hollywood and Beyond
