In India, recent cases involving actors including Mohanlal, Varun Dhawan and Ravi Kishan have seen courts consider protections against the unauthorised commercial use of names, images, voices and other aspects of a celebrity’s persona through AI and other digital tools.
The issue has also been particularly visible in Urvashi Rautela’s case this year. In May, the actor had called out a viral AI-generated image that depicted her in a subservient position alongside other prominent Hindi film actors. Rautela had urged social media users to stop using such AI creations to pit women against each other, writing that every female actor has her own journey and that such comparisons only spread negativity.
Now, the actor’s team has said it is pursuing legal remedies against a Los Angeles-based AI company, alleging that her name, photographs and videos were used without authorisation. According to a statement issued by Team Urvashi Rautela, the company’s business has allegedly generated billions of dollars in value through such use, with damages currently being assessed at Rs 7,000 crore.
The team has argued that the ability to develop AI technology or build a successful business does not amount to permission to commercially exploit an individual’s identity. It said the actress’s name, images and videos could not be used for commercial purposes without appropriate authorisation. “We are pursuing appropriate legal remedies, including damages currently being assessed at Rs 7,000 crore against the Los Angeles-based company,” the team said, while alleging that Urvashi’s identity had been used without consent.
The statement also took a particularly direct tone in addressing the company, with Team Urvashi saying, “Build your AI (Artificial Intelligence) company. Build your brand. But keep Urvashi’s name out of your business unless you have permission.”
The development comes amid a growing body of Indian litigation surrounding celebrity personality rights and AI. The Delhi High Court has recently granted protection to several actors against unauthorised exploitation of their names, images and likenesses, including through AI-generated content and deepfakes. A 2026 case involving Mohanlal, for instance, resulted in directions against the unauthorised commercial exploitation of his personality, while similar protection has been sought or granted in cases involving Varun Dhawan and Ravi Kishan.
