Unauthorised Use Of Celebrity Voice Using AI Tools Violates Rights : Bombay High Court Grants Relief To Asha Bhosle

The Bombay High Court has held that making Artificial Intelligence (AI) tools available which allow the conversion of any voice into that of a celebrity without consent amounts to a violation of personality rights.Justice Arif S. Doctor was hearing a suit filed by legendary playback singer Asha Bhosle, who approached the Court against companies accused of developing and offering AI-based applications that cloned her voice to generate songs and other content. The applications also allegedly used her image and likeness for merchandise, posters and online promotion without her permission.The Court observed that Asha Bhosle is a pre-eminent personality in the field of music, and her personality rights, including her name, voice, image, caricature, likeness and persona,are entitled to protection."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. Such tools facilitate unauthorised appropriation and manipulation of a celebrity's voice, which is a key component of their personal identity and public persona. This technological exploitation not only infringes upon the individual's right to control and protect their likeness and voice but also undermines their ability to prevent commercial and deceptive uses of their identity,” the Court observed.Noting that the balance of convenience was in Bhosle's favour and that non-appearance of certain defendants supported her case of unauthorised use, the Court found a strong prima facie case for relief.Accordingly, the Court granted ad-interim relief restraining the defendants from using Asha Bhosle's name, image, likeness or voice,whether through AI tools or otherwise,without her consent. It also directed removal of the infringing content from platforms such as YouTube, Amazon and Flipkart.Case Title: Asha Bhosle v. Mayk Inc. [Interim Application (L) NO. 30382 OF 2025 in Commercial IP Suit (L) No. 13215 of 2025]Click Here To Read/Download Order

Unauthorised Use Of Celebrity Voice Using AI Tools Violates Rights : Bombay High Court Grants Relief To Asha Bhosle

Saksham Vaishya

Tags