Bombay High Court Protects Asha Bhosle’s Personality Rights Against AI Misuse
The Bombay High Court has taken a significant step in protecting Asha Bhosle’s personality rights in the digital era. Playback legend Asha Bhosle has been granted interim legal protection against the unauthorised commercial use of her personality by AI platforms and online marketplaces. The ruling restrains companies from cloning her voice, image, or likeness without consent, setting a crucial precedent in safeguarding celebrity identity in India.
Court Order: Restricting AI Exploitation of Asha Bhosle’s Voice
Justice Arif S Doctor, presiding over the case, ruled that the unauthorised use of a celebrity’s name, image, style, or voice amounts to a violation of publicity and personality rights. The court specifically recognised the voice as a unique identity marker, stating that allowing AI tools to clone a celebrity’s voice without permission would constitute a breach of rights.
“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. 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,” the Court said.
The defendants included:
Mayk Inc – an AI company offering cloned versions of Bhosle’s voice.
Amazon and Flipkart – for selling unauthorised merchandise using her image.
Google/YouTube – for hosting AI-generated videos imitating her voice.
Removal of Infringing Content
The court directed all platforms to take immediate action, including:
Amazon and Flipkart: Remove infringing product listings within a week and prevent future violations upon notification.
YouTube: Take down AI-generated videos using Bhosle’s cloned voice and similar content flagged in the future.
All Platforms: Share information about sellers, subscribers, or infringers to allow Asha Bhosle to pursue further legal remedies.
This order ensures that both physical and digital infringements, including merchandise and cloned voice recordings, are effectively curbed.
Judicial Precedents and References
The High Court referred to earlier landmark rulings:
Arijit Singh Vs. Codible Ventures LLP (2024) – which established that AI cloning of celebrity voices without consent violates personality rights.
Aishwarya Rai Bachchan Vs. Aishwaryaworld.com (2025, Delhi High Court) – which upheld celebrity rights against AI-driven misrepresentation.
These references highlight the growing judicial recognition of AI-related challenges in protecting celebrity identity.
Global Perspective on AI and Celebrity Rights
Courts worldwide are increasingly addressing similar issues. In the United States, several injunctions have been issued preventing companies from replicating iconic voices or images using AI without consent. Also, in Europe, courts reinforced the principle that explicit permission is mandatory for AI recreations of a celebrity’s likeness.
This trend demonstrates a global legal consensus to safeguard celebrities from unauthorised AI exploitation of their identity and reputation.
Broader Implications of the Ruling
Asha Bhosle’s case highlights how emerging AI technology intersects with personality rights. It underscores the judiciary’s responsibility to strike a balance between technological innovation and the protection of personal and moral rights developed over decades.
The matter will undergo further hearing on 13 October 2025, but the interim ruling already establishes robust safeguards for celebrities worldwide.
Justice Doctor’s ruling on Asha Bhosle personality rights strongly signals judicial intent to prevent AI misuse of celebrity identities in India’s fast-changing digital ecosystem.
Conclusion
The Bombay High Court’s order in favour of Asha Bhosle is a landmark in India’s legal response to AI-driven personality exploitation. It ensures that celebrities cannot be commercially exploited through voice cloning, image replication, or likeness misuse without their explicit consent.
This decision not only protects individual celebrities but also strengthens the global framework for personality rights in the age of artificial intelligence.
