Safeguarding Celebrity Identity in the Age of AI and Deepfakes

New Delhi: In today’s hyper-digitalised era, where artificial intelligence and social media wield enormous influence, personality rights have emerged as a significant concern. While these tools can innovate and amplify, they can equally distort, deceive, and damage reputations. Over the past few weeks, the Delhi High Court has been addressing petitions filed by prominent Bollywood figures, Aishwarya Rai Bachchan, Abhishek Bachchan, and Karan Johar, against the unauthorized use of their names, photographs, and digital replicas.

These legal proceedings have reignited the debate around the urgent need for evolving laws to shield public figures from deepfakes, counterfeit merchandise, and rampant online misuse.

This backdrop gave unexpected gravity to the otherwise glamorous trailer launch of Sunny Sankari ki Tulsi Kumari in Mumbai. With actors Varun Dhawan, Janhvi Kapoor, Maniesh Paul, Rohit Saraf, director Shanshank Khaitan, and Dharma Productions CEO Apootva Mehta present, the conversation naturally shifted towards the growing necessity of safeguarding identity rights in the entertainment industry.

Janhvi Kapoor expressed her concern about manipulated and fabricated images circulating online. Reflecting on the ongoing cases of Aishwarya Rai Bachchan, she noted: “I think security is extremely important. I don’t go into the legal or technical details, but I know that many fake images are on social media. Sometimes even media portals share them.”

The actress further stressed that while celebrities can often discern falsified visuals, the general public might not. “You and I might recognise that they’re fake, but ordinary people believe they are real,” she explained, highlighting the pervasive danger of misinformation.

Varun Dhawan added nuance to the discussion by recognising both the promise and peril of technological advancements. “This is very important. I believe technology always comes with responsibility. It can be helpful but also misused,” he said, emphasising the ambivalent nature of innovation.

He went on to caution that without stringent regulations, actors might one day be replaced entirely by digital avatars. “Right now we’re enjoying its benefits, but in the future there will be a need for laws and regulations,” he asserted. “Otherwise, a time may come when actors are no longer needed and can just be digitally created. That’s why actors must preserve their unique X-factor and protect it.”

Recently, Aishwarya Rai Bachchan flagged instances of unauthorised merchandise and deepfakes. Abhishek Bachchan expressed concern over identity theft online, while Karan Johar stressed that even a filmmaker’s goodwill and credibility could be eroded when misused. In each petition, the court firmly held that such exploitation was unacceptable, reinforcing the principle that individuality is not a commodity.