This significant decision came as a response to a petition filed by Singh, who argued that his persona was being exploited without permission. Justice R.I. Chagla, in an interim order on July 26, restrained eight online platforms from using Singh’s “personality rights” and directed them to remove all such content, including voice conversion tools, images, or other attributes.Singh’s legal representative, Hiren Kamod, highlighted that the singer had intentionally refrained from brand endorsements or commercializing his personality traits for several years.
The high court recognized the vulnerability of celebrities to unauthorized AI-generated content, with Justice Chagla expressing concern over how performers like Singh are targeted. “What shocks the conscience of this court is the manner in which celebrities, particularly performers such as the present plaintiff, are vulnerable to being targeted by unauthorized generative AI content,” the judge remarked.
The court emphasized that while freedom of speech and expression allows for critique and commentary, it does not permit the exploitation of a celebrity’s image, voice, or other attributes for commercial gain. Justice Chagla stated, “Making AI tools available that enable the conversion of any voice into that of a celebrity without his/her permission constitutes a violation of the celebrity’s personality rights.” He further noted that such tools facilitate the “unauthorized appropriation and manipulation” of a celebrity’s voice, undermining their ability to prevent deceptive uses of their identity.
The court observed that these platforms embolden internet users to create counterfeit sound recordings and videos, affecting the goodwill and reputation Singh has built over his successful career. “Prima facie, I am of the view that the plaintiff’s personality traits, including his name, voice, photograph/caricature, image, likeness, persona, and other attributes of his personality, are protectable elements of his personality rights,” Justice Chagla said.
Advocate Kamod highlighted Singh’s humble beginnings from a small town, now being one of the most celebrated singers globally. The petition, filed through Legasis Partners, sought protection of Singh’s personality rights against unauthorized commercial exploitation and misuse. It noted that several YouTube channels were creating memes and GIFs that caused “ridicule, embarrassment, and humiliation,” negatively impacting the singer’s reputation.
This ruling sets a precedent in protecting celebrities from unauthorized AI-generated content and reinforces the significance of personality rights in the digital age. This year, celebs including Ranveer Singh and Aamir Khan sought legal action after AI-generated videos featuring the actors supporting political parties began doing the rounds online.
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