New Delhi, Sept. 30 -- While the likes of Aishwarya Rai Bachchan, Abhishek Bachchan, and Karan Johar move court to protect their personality rights-including their name, image and signature-experts say artificial intelligence (AI) is making it increasingly difficult to detect and prevent such violations.

AI tools can generate highly convincing deepfake videos and voice clones, making it difficult to trace and remove them, especially across multiple platforms.

Personality rights violations hurt celebrities not just financially but also in terms of brand equity. Fake endorsements and unauthorized merchandise can wipe out licensing fees and royalties worth crores. The counterfeit goods market is estimated to be Rs.40,000 crore.

The reputa...