In a growing battle against the misuse of artificial intelligence (AI), Bollywood celebrities are taking legal action to protect their personality rights. Aishwarya Rai Bachchan, Karan Johar, and Abhishek Bachchan are among the high-profile figures who have approached the Delhi High Court to safeguard their identities from unauthorized exploitation, including deepfakes, fake profiles, and unauthorized merchandising. Personality rights, also known as publicity rights, ensure individuals have control over the commercial use of their name, image, voice, and other unique attributes. While India lacks a dedicated law for these rights, courts rely on common law and other legal frameworks, such as copyright and intellectual property laws, to address violations. Recent cases, including Anil Kapoor’s lawsuit over the misuse of his catchphrase ‘jhakaas’ and Jackie Shroff’s legal victory to protect his nicknames, highlight the increasing challenges posed by technology. Legal experts argue that India’s current system, which ties personality rights to privacy rights under Article 21 of the constitution, falls short compared to countries like the US, where such rights are codified and can even be inherited. The rise of AI-generated content, such as deepfakes, has further complicated the issue, with celebrities like Scarlett Johansson also raising concerns globally. While some advocate for codifying personality rights in India to provide clearer protections and deterrence, others believe the flexibility of existing laws allows for broader interpretation. As technology continues to evolve, the need for robust legal safeguards and public awareness about personality rights has never been more critical.