Bombay High Court Stands With Arijit Singh In AI Voice Misuse Case

The Bombay High Court has provided relief to composer-singer Arijit Singh by ruling that AI tools generating content using a celebrity's voice, image, or other attributes without consent violate "personality rights." Justice R I Chagla issued an interim order on July 26, restraining eight online platforms from using Singh's "personality rights" and directing them to remove all such content and voice conversion tools.

Justice Chagla noted that celebrities are particularly vulnerable to unauthorised content generation through AI tools. The court acknowledged the need for interim relief for Singh. "What shocks the conscience of this court is the manner in which celebrities, particularly performers such as the present plaintiff are vulnerable to being targeted by unauthorized generative AI content," the judge stated.

Singh had approached the court claiming these platforms provide AI tools to synthesise artificial sound recordings by mimicking his voice and mannerisms. His lawyer, Hiren Kamod, highlighted that Singh has consciously refrained from brand endorsements or commercialising his personality traits for several years.

The court emphasised that while freedom of speech allows for critique and commentary, it does not permit exploiting a celebrity's persona for commercial gain. Justice Chagla added, "Making AI tools available that enable the conversion of any voice into that of a celebrity without his/her permission constitutes a violation of the celebrity's personality rights."

Such tools facilitate "unauthorized appropriation and manipulation" of a celebrity's voice, which is a key component of their personal identity. This misuse undermines celebrities' ability to prevent deceptive uses of their identity, the high court observed.

Impact on Celebrities

The platforms in question were found to be encouraging Internet users to create counterfeit sound recordings and videos. This practice affects celebrities' reputations and goodwill. Justice Chagla noted Singh's immense goodwill and reputation gained over his successful career.

"Prima facie, I am of the view that the plaintiff's personality traits including his name, voice, photograph/caricature, image, likeness, persona and other attributes of his personality are protectable elements of his personality rights," Justice Chagla said.

Protection Against Misuse

Advocate Kamod informed the court about Singh's humble beginnings from a small town and his rise to becoming one of the most celebrated singers globally. The petition filed through Legasis Partners sought protection for Singh's personality rights against unauthorised commercial exploitation and misuse.

The petition also mentioned several YouTube channels creating memes and GIFs that caused ridicule, embarrassment, and humiliation affecting Singh's reputation. The high court’s decision aims to safeguard celebrities from such unauthorised use of their identity through AI technology.

This ruling underscores the importance of protecting celebrities' personality rights in an era where AI technology can easily manipulate personal attributes without consent.