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Bollywood superstar Akshay Kumar has taken a proactive legal step to safeguard his image, approaching the Bombay High Court to seek protection for his personality rights. The actor has reportedly filed a major lawsuit against parties allegedly using artificial intelligence (AI) to create unauthorized imitations of his likeness and voice. This action highlights the growing concern among celebrities regarding the misuse of their identity by AI-generated content.In the past few months, several prominent names from the film industry, including Aishwarya Rai, Abhishek Bachchan, Amitabh Bachchan, Karan Johar, Rishab Shetty, and Akkineni Nagarjuna — have also taken similar legal steps to safeguard their personality rights.Earlier this month, the Bombay High Court extended protection to veteran playback singer Asha Bhosle, prohibiting unauthorised use of her name, photographs, or any personal attributes — even via AI-generated tools. The court observed that allowing AI platforms to mimic a celebrity’s voice without permission amounts to a violation of their identity.Explaining the legal premise behind such actions, the Delhi High Court had previously stated, “Personality Rights of individuals, simply put, entail the right to control and protect the exploitation of one’s image, name, likeness or other attributes of the individuals’ personality, in addition to the commercial gains that can be derived from the same. Personality Rights can be located in the individuals’ autonomy to permit or deny the exploitation of the likeness of other attributes of their personality.”In essence, personality rights grant individuals control over how their identity — including their name, face, image, voice, or signature — is used publicly or commercially. These rights are typically divided into two main categories: the right of publicity, which prevents unauthorised commercial use (like featuring a celebrity in an advertisement without consent), and the right to privacy, which shields individuals from personal intrusions such as deepfakes, doctored endorsements, or manipulated intimate visuals. On work front, Akshay Kumar was last seen in ‘Jolly LLB 3’. The actor is currently shooting for Priyadarshan’s next ‘Haiwaan’ with Saif Ali Khan. Also See: Akshay Kumar’s co-actor Paresh Ganatra recalls star playing cards with producer; says, ‘In 5 minutes, he took Rs 14-15k
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