“Reimagining the Intersection of AI and Intellectual Property Rights: Deepfakes in the Indian Legal and Socio-cultural Context”

This paper explores the impact of deep fake technologies on India’s evolving digital and legallandscape. The proliferation of generative AI has heightened concerns regarding identity theft,misuse of digital likenesses, and data privacy violations. Analyzing existing Indian statutes,recent High Court rulings, and international practices, the paper emphasizes the critical need fora specialized AI-driven intellectual property rights (IPR) framework. It advocates forcomprehensive legal measures to protect personality rights, ensure the right to publicity, anduphold consent-based digital content creation. By examining regulatory gaps and proposingsolutions, the study highlights the importance of balancing technological innovation with theprotection of individual rights in India’s digital economy.