Personality rights: Legal, tech safeguards needed

THE labyrinthine digital world, which provides celebrities a vast platform to reach out to millions of admirers worldwide, is fast becoming a nuisance for some of them. Generative artificial intelligence (AI) models are being used rampantly to cash in on objectionable or misleading material uploaded on the Internet. No wonder aggrieved artistes are making a beeline for courts. Granting interim protection to Telugu star Nagarjuna against misuse of his identity on online platforms, the Delhi High Court has observed that “depicting the plaintiff in misleading, derogatory and inappropriate settings will inevitably dilute the goodwill and reputation associated with him”.

It’s not an exaggeration that AI-generated videos or deepfakes pose short-term and long-term risks to the public image of celebrities; such content also hurts their economic interests. In Nagarjuna’s case, three kinds of violations have been flagged: pornographic content falsely attributed to him, unauthorised merchandising and AI-generated material misusing his likeness. Judicial intervention has also helped Bollywood couple Aishwarya Rai Bachchan and Abhishek Bachchan heave a sigh of relief, as the court has restrained digital platforms from making unauthorised use of their names, images, voices and other attributes. The question arises: can court orders act as an effective deterrent?

Removal of the objectionable content is only a piecemeal measure. In the long run, technological and legal safeguards are needed to stem the rot. Data-sharing policies that facilitate a free-for-all must be reviewed. The AI whirlwind is sweeping virtually every sector, be it education, media, entertainment, agriculture or science & technology. However, malicious use of this game-changing tool threatens to undermine its limitless advantages. This alarming trend should be discouraged by all stakeholders. Well-intentioned consumers can do their bit to curb the spread of deepfakes — avoid mindless forwards and take everything you watch, read or hear online with a pinch, or rather, dollops of salt.