Actor Akshay Kumar has filed a suit in the Bombay high court for protection of his personality rights from unknown persons and others infringing them via artificial intelligence. The high court will hear the matter today (October 15). Hrithik Roshan filed a similar suit in the Delhi high court. Hrithik’s plea will also be heard today.
Akshay Kumar’s suit includes his name (Akshay Bhatia), screen name (Akshay Kumar), image, likeness, voice, distinctive performance style, mannerisms and other identifiable attributes. The suit by Hrithik cites “large-scale misuse” of his persona through “AI-generated and deepfake images and videos, counterfeit merchandise, deceptive advertisements, false brand endorsements, and impersonating social media profiles on platforms… and various e-commrce sites”. He has made several social media platforms and e-commerce sites parties to the suit.
Several actors and film celebrities have in recent times been granted interim protection of such rights.