New Delhi, Oct. 12 -- Can an AI-generated video, cloned voice or fake selfie featuring a Bollywood star land you in legal trouble? Increasingly, yes. As generative AI and deepfake technologies proliferate, several prominent Indian celebrities - from film icons and playback legends to industrialists - are turning to the courts to safeguard their personality and publicity rights. These legal protections guard against the unauthorised commercial use of a person's name, image, voice, likeness or even signature catchphrases.

In recent months, a growing list of well-known personalities - including Aishwarya Rai Bachchan, Amitabh Bachchan, Jackie Shroff, Anil Kapoor, Abhishek Bachchan, Kumar Sanu and even the late Ratan Tata - have approached t...