The Case: Asha Bhosle vs AI Platforms

The Case: Asha Bhosle vs AI Platforms

Legendary Indian playback singer Asha Bhosle recently obtained relief from the Bombay High Court. The court recognized that AI voice cloning, when done without consent, constitutes a violation of her personality rights.

The judgment requires the platforms and sellers responsible for the infringing content to:

• Take down the content immediately
• Provide information about the creators or distributors of the content

This case demonstrates that the courts are taking unauthorized AI use seriously, especially when it affects an individual's public persona.

What Are Personality Rights?

Personality rights protect an individual’s identity, image, name, or voice from commercial exploitation without consent. These rights are closely linked to copyright but are separate, allowing celebrities and creators to control how their likeness is used.

In the AI context, voice cloning, deepfakes, and AI-generated impersonations can easily cross the line into infringement, making it crucial for businesses and creators to stay informed.

Conclusion

The Bombay High Court’s ruling in favor of Asha Bhosle sets a strong precedent: personality rights are enforceable in the AI era. For businesses, content creators, and innovators, the message is clear — legal compliance is essential, and AI does not provide immunity from copyright or personality rights infringement.

At Muthirai  Trademark Consultant –Trademark Consultant, we help clients navigate IP, trademark, and copyright challenges in the digital age. From securing rights to mitigating risks, our team ensures your brand remains protected as technology evolves.