The growing misuse of artificial intelligence in digital media has once again come under scrutiny after Bollywood actor Alia Bhatt became the latest victim of unauthorised image manipulation.
A Pakistani clothing brand, Wajayesha Official, recently shared a series of images on social media claiming that the actor was endorsing its collection. The post, which promoted a “Pure Sheesha Silk Collection,” featured visuals of Bhatt appearing to wear the brand’s outfits. However, it was soon revealed that the images had been digitally altered using AI, with no consent from the actor.
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The caption accompanying the post suggested a direct endorsement, prompting swift backlash from social media users. Several users flagged the images as fabricated and criticised the brand for misleading marketing practices. Comments ranged from warnings of potential legal action to accusations of exploiting AI for publicity. Despite the criticism, the brand’s response appeared dismissive, further fuelling the controversy.
The incident has reignited concerns around the misuse of AI, particularly in relation to celebrity likeness and digital identity. In recent years, public figures such as Salman Khan and Amitabh Bachchan have sought legal protection against the unauthorised commercial use of their identity, highlighting the growing importance of personality rights.
Personality rights refer to an individual’s legal authority to control how their identity—such as name, image, voice, or likeness—is used, especially for commercial purposes. These rights are intended to prevent unauthorised endorsements and protect individuals from exploitation.
Legal experts note that while Indian courts have increasingly recognised personality rights, enforcement remains complex, particularly in cases involving cross-border entities. The rise of AI-generated and manipulated content has further complicated the landscape, making regulation and accountability more urgent than ever.
As AI tools become more accessible and advanced, incidents like this underscore the fine line between innovation and infringement, raising pressing questions about consent, ethics, and digital responsibility in the evolving media ecosystem.
