Mumbai: The Bombay High Court granted renowned singer Asha Bhosle ad-interim protection of her personality and moral rights, restraining artificial intelligence (AI) platforms, online marketplaces and sellers from unauthorisedly cloning her voice or commercially exploiting her image, likeness and other attributes, reported Bar and Bench.
Justice Arif Doctor said that prima facie, unauthorised use of a celebrity’s personality traits — their name, voice, photographs, caricatures or likeness — constitutes a violation of their publicity and personality rights,
The absence of the defendants despite having been served “only lends support” to Bhosle’s claim that their conduct is “purely unauthorised and infringing” on her personality rights, noted Justice Doctor.
“In my prima facie view, making AI tools available to enable the conversion of any voice into that of a celebrity without his/her permission would constitute a violation of the celebrity’s personality rights,” the judge observed.
“Such tools facilitate the unauthorised appropriation and manipulation of a celebrity’s voice, which is a key component of their personal identity and public persona. Such technological exploitation not only infringes upon the individual’s right to control and protect their own likeness and voice but also undermines their ability to prevent commercial and deceptive uses of their identity.”
The high court restrained Mayk Inc (a virtual music studio), Covers AI (an AI-powered remix and video tool) and one Harry Tiwari from exploiting or violating Bhosle’s personality rights, or passing off their goods and services as those endorsed by or originating from her, pending final hearing of the petition.
Other respondents named in the suit are Amazon Seller Services Private Limited, Flipkart Internet Private Limited, Google LLC and an unidentified individual referred to as John Doe.
Amazon, Flipkart and Google were directed to take down the identified infringing content and, upon further notification by the applicant, remove additional material, subject to respondents’ right to communicate any objections with reasons.
The next hearing will be on October 13.