Mumbai: In the age of Artificial Intelligence, artistes are increasingly safeguarding their commercial interests and their artwork.

In a major win for Telugu superstar Nagarjuna, the Delhi High Court has banned the commercial use of his name, voice, image and other things related to his personality without his consent. The High Court has restrained various websites, which were made parties in Nagarjuna’s petition, from using his name, image and other things related to his personality.

The website will not be able to use any new technology like artificial intelligence, deepfake, face morphing. The court has ordered all websites to remove all URL links given in the petition within 72 hours.

Misuse of one’s personality rights not only affects their economic interests but also violates the

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