New Delhi, Oct. 3 -- The battle to control one's image has moved from the paparazzi lens to the artificial intelligence (AI) algorithm.

Online platforms such as YouTube may increasingly face litigation over personality rights, particularly as deepfakes and AI-generated impersonations of celebrities spread. Personality rights-covering an individual's name, voice, likeness, image, and other distinctive attributes-give people control over the commercial use of their identity. With the rise of AI, these rights are under sharper focus than ever.

Petitions filed by Bollywood actors have pushed the issue to the forefront, highlighting how platforms like YouTube could be drawn into court battles as stars seek to protect their digital identity a...