Bombay High Court shields Arijit Singh's personality rights; prohibits AI platforms from imitating his voice

Recently, the Bombay High Court put out a ruling that stops platforms using Artificial Intelligence (AI) tools from exploiting singer Arijit Singh's rights. The court ordered the removal of all content, posts, and voice tools related to him. This move aims to protect celebrities like Arijit Singh from unauthorized AI-generated content that infringes upon their rights.

Justice Riyaz Chagla passed the order in response to a lawsuit filed by the singer. He demanded an injunction against platforms that provide AI models or tools capable of synthesizing artificial sound recordings mimicking his voice.

Singh pinpointed eight platforms that he claimed utilized AI to generate content imitating various aspects of his persona, including his voice, singing style, and likeness. The court acknowledged Singh's case, granting him ex-parte interim relief based on the evidence presented.

Justice Chagla voiced worry about the susceptibility of celebrities, especially artists like Singh, to unauthorized generative AI content. He said, 'What shocks the conscience of this Court is how celebrities, particularly performers such as the present Plaintiff (Singh) are vulnerable to being targeted by unauthorized generative AI content such as that of some of the Defendants herein,” Justice Riyaz Chagla noted on July 26, 2024. 

He stresses that although freedom of speech and expression permits critique and commentary, it does not authorize the exploitation of a celebrity's persona for commercial purposes.

The court confirmed that celebrities have the right to safeguard elements of their personality, like their name, images, voice, and signature, from unauthorized commercial exploitation by others. Justice Chagla added that providing AI tools for voice conversion without a celebrity's consent breaches their personality rights. These tools enable the unauthorized use and alteration of a celebrity's voice, a key aspect of their identity and public image.

The judge emphasized that this technological exploitation not only violates an individual's right to safeguard their likeness and voice but also weakens their capacity to stop the deceptive commercial use of their identity. These platforms, he contended, prompt online users to produce fraudulent sound recordings and videos that exploit Singh's identity and persona.

The court's extensive ruling highlighted Singh's esteemed position as a prominent singer and artist in India, who has established substantial goodwill and renown. It emphasized that the different facets of Singh's persona, such as his name, voice, image, likeness, and persona, are elements deserving protection under his personality rights and right to publicity.

Justice Chagla pointed out that the defendants were exploiting Singh's personal characteristics for commercial and personal benefit without his consent. "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,” the judge added.

Advocate Kamod also pointed out that Singh, who comes from a small town in Murshidabad, West Bengal, has intentionally steered clear of brand endorsements and the commercialization of his personal characteristics in recent times.

The legal case, lodged by Legasis Partners, aimed to safeguard Singh's personality rights regarding his name, voice, signature, photograph, image, caricature, likeness, persona, and other traits from unauthorized commercial exploitation and misuse.