On 25th September, the Delhi High Court said that it will pass an order protecting the personality rights of South Indian actor Akkineni Nagarjuna.
In his plea, the actor claimed that his personality was being violated on social media using AI-generated content as well as in merchandise, according to a news report by Bar and Bench.
Justice Tejas Karia, the same judge who passed recent orders protecting the personality rights of Aishwarya Rai Bachchan and her spouse Abhishek Bachchan, ordered internet intermediaries to remove the URLs which used Nagarjuna’s personality in an unauthorised manner, as identified in Nagarjuna’s petition.
The Risk of AI Training
During the hearing of the case, advocate Pravin Anand, arguing on behalf of Nagarjuna, listed the three unauthorised activities that they are complaining against. They are:
- Pornographic content of the actor,
- Merchandising, and
- AI-generated content.
The advocate also argued that AI-generated content uploaded on YouTube can fuel even more AI-generated content, if not curtailed through injunctions like court orders.
And his remarks about YouTube using the content on its platform to train AI models are true. In September 2024, YouTube published a blog post admitting that it is using the content on YouTube to train its AI/ML models.
“As we have for many years, we use content uploaded to YouTube to improve the product experience for creators and viewers across YouTube and Google, including through machine learning and AI applications,” read YouTube’s blog post.
However, the option for YouTubers to permit third-party AI training is disabled by default. To enable this, YouTubers have to change their channel’s settings in YouTube Studio.
Personality Rights: Why They Matter?
Nagarjuna isn’t the first celebrity to protect his personality rights. There are several Indian celebrities who have safeguarded their personality rights by approaching the Indian judiciary. Some of them are:
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The protection of personality rights is important, as it safeguards individuals from identity exploitation while preserving both their privacy and their ability to earn income from their distinct personality.
For instance, unauthorised AI-made edits altered the climax of the Tamil-dubbed version of Dhanush’s debut Hindi film “Ranjhanaa”. Speaking about this incident with Zoom, the film’s director Aanand L. Rai said, “I don’t have any problem with them using AI. But when this practice enters our system and changes are made without the involvement of the creator, it’s a disaster.”…
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