Protecting Identity in the Age of AI
Bollywood star Abhishek Bachchan has moved the Delhi High Court, seeking protection of his personality rights amid a growing wave of AI-generated fake content. His plea follows a similar move by his wife, Aishwarya Rai Bachchan, underscoring the increasing challenges celebrities face in safeguarding their image and reputation in the digital era.
The couple, often in the spotlight due to personal life speculations, has now shifted attention toward the misuse of their names, images, and likeness for unauthorized and harmful purposes.
Abhishek Bachchan’s Petition
In his petition, Abhishek Bachchan highlighted the circulation of AI-generated fake videos, doctored photos, and explicit material using his identity without consent. His legal counsel further argued that merchandise was being sold under his name, misleading fans into believing it was officially endorsed.
Justice Tejas Karia, who heard the matter, noted that takedown orders could be passed once specific infringing URLs were provided. The Court clarified that each defendant — including platforms like Google, YouTube, Amazon, and Flipkart — must be individually addressed. Bachchan’s legal team assured the bench they would submit the required details.
Aishwarya Rai Bachchan’s Case
Just a day earlier, Aishwarya Rai Bachchan approached the Delhi High Court with a similar plea. Her petition accused a website of falsely presenting itself as her official platform. The site allegedly published private details and sold unauthorized merchandise such as mugs and T-shirts featuring her name and photos.
Her legal team argued that such misrepresentation was not only misleading but also derogatory, causing harm to her dignity and reputation.
A Wider Legal and Cultural Concern
The back-to-back petitions from one of Bollywood’s most influential couples highlight the urgent need for stronger digital safeguards against AI misuse. With generative technology becoming increasingly accessible, the risk of identity theft, fake endorsements, and reputational harm is greater than ever.
Legal experts suggest these high-profile cases could set a precedent for how Indian courts address personality rights in the digital and AI-driven landscape.
