The Bombay High Court has granted relief to composer-singer Arijit Singh, ruling that the use of AI tools to generate content utilizing a celebrity's voice, image, or other personal attributes without their consent infringes on their "personality rights."

The court noted that celebrities are especially susceptible to unauthorized content creation via AI tools. In response to a petition filed by the renowned singer, Justice R.I. Chagla issued an interim order on July 26, prohibiting eight online platforms from using Singh's "personality rights."

The order also mandated the removal of all related content and voice conversion tools.

The singer argued that these platforms offer AI tools capable of creating synthetic sound recordings that imitate his voice, mannerisms, and other personal traits. According to his lawyer, Hiren Kamod, Arijit Singh has deliberately avoided brand endorsements or significant commercialization of his personal attributes in recent years. The high court concurred, granting Singh interim relief in this matter.

"What shocks the conscience of this court is the manner in which celebrities, particularly performers such as the present plaintiff are vulnerable to being targeted by unauthorized generative AI content," the judge said.

Justice Chagla stated that while freedom of speech and expression permits critique and commentary, it does not extend to exploiting a celebrity's persona for commercial gain.

"Making AI tools available that enable the conversion of any voice into that of a celebrity without his/her permission constitutes a violation of the celebrity's personality rights," it added.

Justice Chagla emphasized that these tools enable the "unauthorized appropriation and manipulation" of a celebrity's voice, which is a crucial element of their personal identity. The high court also noted that such uses of AI technology undermine celebrities' capacity to prevent deceptive uses of their identity. The platforms are fostering an environment where internet users can create counterfeit sound recordings and videos, the court observed.

"Prima facie, I am of the view that the plaintiff's personality traits including his name, voice, photograph/ caricature, image, likeness, persona and other attributes of his personality are protectable elements of his personality rights," Justice Chagla said.

Advocate Kamod informed the court that Arijit Singh, who comes from a small town and humble beginnings, has risen to become one of the most acclaimed singers globally. The petition, submitted through Legasis Partners, sought to protect Singh's personality rights, including his name, voice, signatures, photographs, image, caricature, likeness, and other personal attributes from unauthorized or unlicensed commercial exploitation and misuse. It also highlighted that various YouTube channels were creating memes and GIFs that caused "ridicule, embarrassment, and humiliation," thereby harming the singer's reputation.