Bombay HC bars AI platforms from cloning legendary singer Asha Bhosle's voice and image

Bombay HC on Asha Bhosle's AI content being surfaced

Amidst the growing concern over AI misuse and celebrity rights, the Bombay High Court has granted interim protection of personality rights to Asha Bhosle. The court observed that the unauthorised use of a celebrity’s identity — including their voice, name, or image — amounts to a violation of their personal and moral rights.

The decision came after Asha Bhosle approached the court and alleged that Mayk Inc, an AI platform, had cloned her distinctive voice using advanced algorithms to display, advertise, and promote content without her consent. Her petition also named Amazon, Flipkart Internet, and YouTube as respondents for hosting or distributing such AI-generated material.

A single-judge bench of Justice Arif Doctor ruled that the use of AI tools to reproduce a celebrity’s voice or likeness without authorisation constitutes a “technological exploitation” and infringes upon their right to control and protect their identity. The court stated, “Such tools facilitate the unauthorised appropriation and manipulation of a celebrity’s voice, which is a key component of their personal identity and public persona.”

Also Read: From Asha Bhosle to Bachchans: Indian celebrities moving to court to protect personality rights from AI

The bench further observed that replicating or imitating a celebrity’s unique characteristics undermines their ability to prevent deceptive or commercial exploitation of their persona.

Asha Bhosle’s counsel argued that these unauthorised recreations were causing "irreparable loss" to her, harming her reputation and violating her moral and intellectual property rights.

Asha Bhosle has had a career spanning decades, with a repertoire across multiple genres, two Grammy nominations, and honours including the Dadasaheb Phalke Award and Padma Vibhushan. Her team stated that cloning her voice was causing “irreparable loss” to her artistic identity, something that no financial compensation could repair.

The court restrained Mayk Inc and other platforms from using any of Asha Bhosle’s traits — her voice, vocal style, singing technique, or likeness — for commercial or personal gain. It further directed YouTube, Amazon, and Flipkart to take down or disable access to all flagged content within a week and ensure that any future unauthorised material is removed promptly upon notification.