Nagarjuna Akkineni, the well-known actor, has moved to the Delhi High Court to stop people from using his images and videos without his permission over social media. He alleges in his petition that some content producers are using AI-based images and video clips to create content on social media while tagging Nagarjuna with hashtags. Some of these sites may even be monetizing his likeness in the images and video clips. He has requested the court to provide relief from the illegal use of his likeness.

Protecting One’s likeness in an Age of AI

Nagarjuna’s suit reflects a growing anxiety of public figures regarding AI content and how it may be used. While there is a thrilling upside to the use of technology in creating content, there is a troubling aspect when technology is used to exploit a person’s likeness, without any permission. His petition notes that legal protections are warranted to shield a person from the use of an image or likeness in the commercial context.

Celebrity Precedent

Nagarjuna Akkineni is not even the first actor to take such action – earlier actors Aishwarya Rai Bachchan and Abhishek Bachchan had essentially similar petitions before the Delhi High Court, seeking to restrict the use of their likeness for any purposes, especially commercial or promotional, without express permission. Clearly there is a growing awareness on behalf of celebrities regarding their digital rights and protecting their personal brand.

Also Read: Is Nani’s Film Part of the Sujeeth Cinematic Universe?

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