Urvashi Rautela is planning a major legal action against the AI misuse of her identity.
The Daaku Maharaaj star is seeking $750 million in damages over the alleged unauthorized use of her name, images, and videos by a Los Angeles-based AI company.
A statement released by the actress’s legal team states, “Their business has allegedly generated billions of dollars in value by using Urvashi’s name, images and videos without authorization.”
“We are pursuing appropriate legal remedies, including damages currently being assessed at approximately $730 million against the Los Angeles-based company. Build your AI (artificial intelligence) company. Build your brand. But keep Urvashi’s name out of your business unless you have permission. Team Urvashi Rautela,” it added.
Rautela’s team accused the company of using her name and likeness without permission for commercial gain. However, they have yet not revealed the company’s identity.
It is also unclear whether her images or videos were used in AI-generated content, advertising, training data, or other material.
Notably, it has also not been disclosed whether her team has already filed a lawsuit or is still at the legal notice stage.
This is not the first time when a celebrity has raised concern over the unauthorized use of their identity, as several other Bollywood stars and even Hollywood celebrities have taken strict measures over AI misuse of their identity.
Rautela’s big step has also brought a much bigger question into focus: in an age when AI can recreate almost anyone and anything, who actually owns a celebrity’s face?
Why celebrities are concerned over AI misuse of their identities?
For celebrities, their face and likeness are closely associated to their careers, including movies, advertisement deals and endorsements, and with the growing advancement in artificial intelligence, it has become easier to create realistic photos, videos, and voices that can made famous figures appear to say or do things without their involvement.
Who owns a celebrity’s face?
A celebrity’s face is generally not something that can be owned like physical property, but they can have personality or publicity rights that protect the commercial use of their name, image, voice, and likeness.
These rights prevent others from using a recognizable identity for advertising or commercial purposes without permission.
