Deepfakes and AI misuse push Bollywood to court: Delhi HC steps in
AI deepfakes are at the center of India's latest courtroom battles. The Delhi High Court barred misuse of Aishwarya Rai Bachchan's identity through AI-generated content, while Abhishek Bachchan filed a plea. The rise of deepfake tech is forcing Indian law to confront AI misuse.
New Delhi: Deepfake technology has moved from being an internet curiosity to a courtroom issue in India. Bollywood actors are increasingly turning to the judiciary to protect their names and faces from being misused through artificial intelligence tools. The latest high-profile cases involve Aishwarya Rai Bachchan and Abhishek Bachchan, who have joined the list of celebrities seeking personality rights protection.
Aishwarya Rai Bachchan approached the Delhi High Court after websites and online platforms began circulating AI-generated content that used her likeness, including explicit material. On Thursday, the court sided with her, ruling that misuse of her identity through AI, deepfakes, or face morphing without permission violates her dignity and reputation.
Why Bollywood stars are going to court
In its order, Justice Tejas Karia made it clear that no individual or organisation can use Aishwarya Rai’s name, initials "ARB,” photographs, or digital likeness for personal or commercial gain. The court even directed Google LLC to remove listed URLs within 72 hours. The actress argued that the fake content caused her emotional distress, damaged her public image, and risked linking her to things she had never endorsed.
Her husband, Abhishek Bachchan, also filed a similar plea just a day later. They now join actors like Anil Kapoor and Jackie Shroff, who had earlier approached courts to stop the unauthorised use of their personalities for profit.
What are personality rights
The Delhi High Court explained that every person has "personality rights.” For public figures, this means their names, faces, voices, and other unique identifiers cannot be misused without permission. The concern is not limited to financial loss. As the judge noted, such unauthorised use can mislead people into thinking celebrities support certain brands or services when they don’t.
In Bollywood, where an actor’s reputation often translates directly into brand value, misuse can have wide consequences. A single fake video can reach millions of people overnight, creating long-lasting damage.
Deepfakes and the bigger problem
Deepfakes rely on AI algorithms that can swap faces or create entirely synthetic videos. While the technology can be used for entertainment or harmless parody, its darker side has become hard to ignore. Globally, public figures have complained about pornographic deepfakes, manipulated political speeches, and scam videos that use their likeness.
India is now seeing the same trend. Aishwarya Rai’s case highlights how quickly these technologies have moved from niche forums to mainstream platforms. For celebrities, the legal system has become the only way to keep control over their identities.
A growing list of battles
The Bachchans’ petitions mark another milestone in what looks like a rising wave of personality rights cases in India. Earlier, Anil Kapoor won protection against the misuse of his catchphrases and likeness. Jackie Shroff also sought similar relief. Now with Aishwarya and Abhishek stepping in, the spotlight is firmly on how courts will handle deepfake misuse in the years ahead.
For ordinary people, it might feel like a faraway problem. But if Bollywood stars are struggling to protect their faces and names online, it shows how powerful AI tools have become in shaping what we see and believe. The law is only just beginning to catch up.