New Delhi, April 7 -- Celebrities may no longer be limited by time, geography or even physical presence.

With actor Rhea Chakraborty launching an AI-powered avatar named Mishty in collaboration with Collective Artists Network and its AI studio Galleri5, the business of fame is entering a new phase-one built on infinite scalability. Industry experts say such AI avatars allow public figures to extend their commercial life cycle far beyond traditional constraints, unlocking always-on engagement and personalized brand deals.

But as digital doubles become mainstream, legal and reputational risks are moving just as quickly. From unauthorized cloning of likeness and voice to disputes over digital identity ownership, the battle over control is ...