Mumbai: In a landmark order safeguarding the rights of artists against misuse by artificial intelligence, the Bombay High Court has barred AI firms and digital platforms from cloning or misusing the voice and likeness of legendary playback singer Asha Bhosle.
Granting ad-interim relief to the 90-year-old icon, the court restrained AI companies, online marketplaces, and digital sellers from using her image, identity, or voice without consent.
Bhosle had approached the court against multiple offenders, including Mayk Inc, an AI firm accused of offering cloned versions of her voice. Her plea stressed that such misuse damages the reputation and goodwill she has built over decades.
Justice Arif S Doctor, ruling in her favour, observed that the “balance of convenience” lies with the singer and issued strong directions against unauthorized AI-driven exploitation of her persona.
With this order, the court has set a crucial precedent in protecting celebrities’ rights in the age of AI.
