Celebrity Personality Rights in the AI Era: How Far Does Legal Protection Extend?

The growing use of artificial intelligence and digital platforms has raised concerns about the unauthorized use of celebrities’ names, images, voices and other distinctive characteristics for commercial purposes. Bollywood actress Kriti Sanon has reportedly approached the Delhi High Court seeking protection of her personality rights. According to reports, the court has asked for research papers examining the legal scope of such rights and relevant international standards. The issue has drawn attention to how public figures can protect their identities from misuse in an increasingly technology-driven world.

Several prominent personalities, including Amitabh Bachchan, Rajinikanth, Ajith Kumar and Anil Kapoor, have also pursued legal action to protect aspects of their identities. With AI-generated voices, images and videos becoming increasingly convincing, the debate has expanded to include several other public figures. However, courts must also consider freedom of expression and ensure that personality-rights protection does not unnecessarily restrict journalism, parody, memes or artistic creativity. The next hearing in Kriti Sanon’s case is reportedly scheduled for October 29, and further developments may provide greater clarity on the legal boundaries of personality rights.