- Introduction: Identity as Currency in the Digital
Age
In the digital economy, identity is no longer just personal, it
is an asset, a brand and increasingly, a target. A face, voice or
catchphrase that once belonged to a person's private sphere now
travels across borders in seconds, replicated endlessly across
platforms, formats and devices. An actor's voice can be cloned
for an AI-generated commercial, a singer's style can be copied
by an algorithm, a creator's likeness can become the front of a
scam they know nothing about.
Against this backdrop, Indian courts have been asked to police
the use and misuse of "personality rights": the right of
an individual to control the commercial exploitation of their
persona, including their name, image, likeness, voice, signature
style, mannerisms and other distinctive attributes.
