The Synthetic Shadow: Navigating Personality Rights and Generative AI in the Indian Entertainment Industry

As the technology's popularity grows rapidly, the Indian entertainment industry has to face new legal challenges. Questions of rights of personality of celebrities and copyright issues have arisen as a result of traditional regulations being unsuitable for digital voices, avatars, deepfakes and other high-tech instances of unauthorized copying. In the article, the author will investigate the relationship between the protection of intellectual property rights and the application of digital technologies in India, paying particular attention to the controversies of the recent court practice. The author makes the point that some courts resort to the use of common law torts and interim injunctions to protect the rights of indistinguishable persons, it is still necessary to have new legislation, which could create a balanced system of protection of both creative artists and digital innovations.