Bombay High Court Questions Legality of AI Tools Simulating Celebrities Without Consent

The Bombay High Court recently raised significant legal concerns regarding artificial intelligence platforms that simulate the personalities of real-life celebrities without their permission.

During the hearing of a lawsuit filed by actor Shilpa Shetty, the Court examined whether AI tools that allow users to interact with digital versions of celebrities may violate personality and publicity rights. The case involves allegations that several online platforms hosted AI-generated content using the actor’s name, likeness, and voice without authorization.

Justice Sharmila Deshmukh questioned how AI platforms could justify creating interactive simulations of real individuals when those individuals have not granted consent. The Court observed that while platforms may claim that such characters are artificial, the use of a real person’s identity raises legal concerns regarding misuse of personality rights.

The Court also directed the concerned platform to submit a response explaining the legal basis for allowing AI-generated celebrity simulations. Additionally, online intermediaries were reminded of their obligation to remove infringing content once notified.

The matter highlights emerging legal challenges posed by artificial intelligence, particularly where digital tools replicate or imitate the identity of public figures. The proceedings may contribute to shaping future legal standards on personality rights and AI-generated representations in India.

The case remains pending before the Bombay High Court.

Discription: The Bombay High Court has raised concerns over the legality of artificial intelligence tools that simulate the personalities of real-life celebrities without their consent. The issue came up during a hearing in a case filed by actor Shilpa Shetty, who alleged that several online platforms were using AI-generated content that imitated her name, image, and identity.

During the proceedings, the Court questioned whether AI platforms have the legal right to create digital simulations of public figures and allow users to interact with them. The judge noted that even if such tools are presented as artificial, they still rely on the identity of a real person.

The Court has asked the concerned platform to explain the legal basis for such simulations. The matter highlights growing legal concerns around AI, digital impersonation, and personality rights in India.