The court recently addressed the issue of AI-generated content featuring celebrities without consent, highlighting concerns raised during actress Shilpa Shetty Kundra’s personality rights lawsuit. Shetty’s case involves allegations of unauthorized use of her image and deepfake content across various platforms. In December 2022, the court ordered the immediate removal of all morphed AI content misusing her likeness. During a recent hearing, Justice Sharmila Deshmukh scrutinized a website for an AI chatbot accused of exploiting Shetty’s personality without her permission. The judge questioned the legality of allowing users to interact with an AI version of a celebrity without consent. She urged clarity on the rights of platforms regarding the use of a celebrity’s persona, emphasizing the protection of personality rights in the face of unauthorized digital reproductions. This case underscores the need for stricter regulations on AI content and respect for individual privacy in the digital age.
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