Identity Under Siege: Personality Rights, Deepfakes, And The Future Of Digital Protection

Introduction

Artificial Intelligence’s great advance, deepfake technology, and digital content creation has very much transformed the online environment. Though these new technologies bring out many benefits, also they create large scale issues with privacy, reputation, and personality rights. We see that which private individuals in public also grow as targets of not authorized digital exploitation which is use of their names, images, voices, and likenesses for either profit or malicious reasons.

In a major turn of events the Delhi High Court in Akkineni Naga Chaitanya v. www.se****.xxx & Ors. put forth the importance of personality rights in the digital age. The Court issued interim protection to actor Akkineni Naga Chaitanya against the use of his identity which was unauthorized on various online platforms which include porn sites, unauthorized merchandise sellers, and AI generated content. This decision is also a very large step in the development of personality rights case