In Focus by The Hindu How is AI redefining the case for personality rights legislation in India
Jan 7, 2026
Madhavi Ravikumar, an Assistant Professor at the University of Hyderabad, dives into the pressing issue of personality rights in the age of AI. She discusses the surge in Indian celebrity cases, including how Salman Khan and Aishwarya Rai are navigating the legal landscape. Madhavi contrasts global approaches to personality rights, highlights the risks of deepfakes, and stresses the importance of a comprehensive legal framework. She calls for accountability in AI development and the need for protective legislation to safeguard identities in an increasingly digital world.
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AI Scales Identity Misuse Rapidly
- Generative AI has multiplied the scale and realism of identity misuse, turning occasional misuse into systemic economic harm.
- Madhavi Ravikumar argues India needs codified rules because ad hoc court orders cannot match the speed and spread of deepfakes.
Bengaluru Deepfake Scam Caused Huge Loss
- A Bengaluru woman lost about Rs 3.75 crore after a deepfake video of Sadhguru promoted a trading platform and led her into scam WhatsApp groups.
- Ravikumar uses this case to show how realistic impersonation converts trust into severe financial loss.
Global Models Differ; India Is Hybrid
- Jurisdictions frame personality rights differently: Europe focuses on privacy/consent while the US treats publicity as property-like rights.
- India uses a hybrid dignity-and-commercial approach but needs statutory clarity to address AI-era harms.