Bollywood Moves to Protect Celebrity Image from AI Misuse, South Industry Yet to Catch Up
As artificial intelligence continues to reshape creative industries across the globe, Bollywood has begun taking significant legal steps to protect the identity and rights of its stars. While the potential of generative AI in replicating voices, appearances, and performances is seen as revolutionary, it also poses serious challenges to originality and consent within the entertainment world.
Hollywood celebrities were the first to address this issue by including clauses in contracts that prevent studios from using their digital likeness or voice without consent. Following suit, leading actors in the Hindi film industry are now reportedly embedding similar protective clauses into their agreements. However, this proactive approach is not yet widely adopted in South Indian cinema.
Film producer and distributor G. Dhananjeyan noted that the Tamil film industry hasn’t yet formalized AI-related terms in actor contracts. “While it’s not standard practice, producers generally seek permission before using AI to replicate voices or visuals,” he explained. He cited a recent instance where actor Vijay Antony declined permission to have his voice AI-dubbed in Telugu, highlighting that ethical practices still prevail even without legal clauses.
One of the few exceptions in the South has been superstar Rajinikanth, who issued a legal warning in 2023 against unauthorized commercial use of his name, image, or likeness. Although the notice did not explicitly mention AI, it signaled a firm stance on protecting personal branding.
The urgency of formal protections gained further momentum after singer Arijit Singh filed a case in 2024 against Codible Ventures LLP for using his likeness and voice without permission. The Bombay High Court ruled in Singh’s favor, affirming that public figures have the exclusive right to control how their persona is used commercially. This landmark judgment has inspired many Bollywood actors to tighten legal safeguards around their image rights.
Legal experts emphasize that in an era where AI can effortlessly recreate human likeness, protecting a celebrity’s identity is no longer optional. Advocate M.V. Bhaskar from Chennai pointed out that such rights are essential both commercially and ethically. He advocated for the inclusion of AI-specific clauses in all artist contracts to prevent misuse.
Film exhibitor Akshaye Rathi echoed this sentiment, stressing the need to align evolving AI technologies with legal frameworks. “There’s still a gap between how contracts are written and how fast technology is advancing,” he said.
Although a few South Indian actors have started acknowledging the risk and are seeking protections, there is currently no standardized legal practice addressing AI-based exploitation in the region. With Bollywood taking decisive steps, it’s perhaps time for South Indian cinema to prioritize and legislate protections against AI misuse.