Beyond Script: Film stars fight AI misuse to reclaim 'themselves.'

MUMBAI: In a digital landscape increasingly distorted by AI-generated deception, India's top film stars are making a beeline to courts to reclaim ownership of their most valuable asset—"themselves"."

A growing list of Bollywood artists, including Amitabh Bachchan, Aishwarya Rai Bachchan, Akshay Kumar, and Hrithik Roshan, are filing lawsuits to enforce their "personality rights."

This legal approach is a direct response to the alarming surge in sophisticated AI-driven deepfakes and the unauthorised commercial use of their images, voices, and photographs.

For these actors, the threat goes beyond a simple advertisement without permission. As technology makes it easier to create hyper-realistic, yet entirely fabricated, images and videos, the potential for reputational damage has become "t