Bollywood is in the throes of a digital storm as its top stars rush to courts seeking protection against deepfakes, AI-generated content, and unauthorized usage of their identities on social media.

The latest high-profile case involves Akshay Kumar, who petitioned the Bombay High Court on Wednesday to urgently restrain and remove fake content that misuses his image, voice, and persona.

Justice Arif Doctor heard the petition and indicated the court would likely grant interim protection, underscoring the severity of the threat.

Kumar joins a distinguished and growing list of celebrities, including Aishwarya Rai Bachchan, Abhishek Bachchan, Amitabh Bachchan, Hrithik Roshan, Karan Johar, and Asha Bhosle, who have secured legal protections in similar battles against AI-driven violations.

Alarming Cases of AI Manipulation

The scale and sophistication of these violations reveal a disturbing trend. Akshay Kumar’s case alone highlights examples that have gone viral: an AI-generated fake trailer depicting him as Uttar Pradesh Chief Minister Yogi Adityanath, which drew nearly two million views before being taken down, and a manipulated video showing him making controversial remarks about Rishi Valmiki, sparking widespread protests.

Senior counsel Birendra Saraf explained that some AI platforms now offer tools dubbed “AI Akshay Kumar V2 Voice,” which can reproduce the actor’s vocal tone from any text input with frightening accuracy.

The petition also referenced obscene blogs, unauthorized gambling endorsements, counterfeit merchandise, and deepfake content spreading across popular platforms like YouTube, Instagram, Facebook, and X (formerly Twitter), some of it originating from the dark web.

Bachchan Family Targets YouTube Over AI Content

The Bachchan family faces some of the most disturbing digital violations. Abhishek and Aishwarya Rai Bachchan filed an extensive 1,500-page suit against YouTube detailing “sexually explicit” AI-manipulated videos.

This includes entirely fabricated clips, such as one showing Abhishek kissing an actress and another portraying Aishwarya dining with Salman Khan as an angry Abhishek watches. The Delhi High Court has already ordered the removal of over 500 links, with the couple seeking substantial damages totaling $450,000.

Personality rights provide individuals the legal authority to control and protect the commercial and public use of their name, image, voice, signature, and likeness.

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Aishwarya Rai Bachchan (Credit: NDTV)

These rights encompass the Right to publicity, preventing unauthorized commercial use, and the Right to privacy, guarding against deepfake content, morphed visuals, and fake endorsements.

Courts in India have acted proactively despite lacking AI-specific legislation. The Delhi and Bombay High Courts have issued orders restraining unauthorized AI content and commercial exploitation while also making clear distinctions to protect noncommercial fan engagement.

Justice Manmeet Pritam Singh Arora notably stated, “We cannot have fan clubs taken down without due process. Instagram use includes both commercial and recreational purposes.”

This surge in legal actions comes amid the democratization of AI technology, now accessible to anyone with a smartphone and basic skills to generate convincing fake videos and voice clones.

India’s massive digital presence, with over 600 million YouTube users alone, provides fertile ground for the rapid proliferation of such content.

Celebrities’ well-documented images and voices make them prime targets, with their influence driving fake content virality and real-world consequences that include public unrest and financial scams.

The Bachchans’ case underscores a new frontier: blocking websites from uploading videos that train AI platforms without consent, fearing misinformation and bias in artificially generated content.

International Impact and Precedents

Notably, Anil Kapoor’s 2023 legal victory against 16 defendants for unauthorized AI misuse positioned him on Time’s 100 Most Influential People in AI list. His case is often likened to Scarlett Johansson’s fight against OpenAI over voice imitation, symbolizing the global challenges celebrities face in protecting digital likenesses.

Yet, legal experts argue that India and many countries urgently need comprehensive AI laws addressing deepfakes and digital impersonation, not only for celebrities but also for ordinary citizens. These laws should include clear penalties for offenders and hold platforms accountable for hosting unauthorized content.

It remains clear that technology’s rapid advance will keep pushing courts, celebrities, and platforms toward new legal and ethical boundaries.

While courts have shown willingness to protect personality rights through injunctions and takedown orders, broader legislative frameworks are required to tackle AI misuse comprehensively.

For Akshay Kumar and his peers, the fight extends beyond individual cases; it is about shaping protections for all against emerging technological threats and ensuring that AI remains a tool for creativity rather than exploitation.

Paramount Skydance, the new media conglomerate formed by the merger of Paramount and Skydance and the parent company of CBS News, has taken a bold step by appointing journalist Bari Weiss as editor-in-chief of CBS News.

Alongside this move, Paramount acquired Weiss’s digital media startup, The Free Press, for a reported $150 million, folding the contrarian outlet into its growing news portfolio.

Weiss, a former opinion editor at The New York Times and founder of The Free Press in 2021, brings a center-right voice known for challenging progressive orthodoxies.

Notably, she will report directly to Paramount CEO David Ellison, bypassing traditional CBS leadership, highlighting her significant influence over the network’s editorial direction.

From The New York Times Departure to Media Entrepreneur

Weiss’s career trajectory is unconventional. She began as an editor and columnist at The Wall Street Journal before joining The New York Times’ editorial team.

Her resignation from the Times in 2020 was highly publicized and stemmed from disputes over the paper’s ideological environment and its handling of controversial opinion pieces.

The publication quickly garnered a large following, emphasizing “hard truths” while maintaining an ardently Zionist perspective. Weiss’s rise exemplifies how independent media entrepreneurs can disrupt traditional journalism landscapes through digital platforms.

A Media Industry Reflecting Political Shifts

The appointment of Weiss as CBS News editor-in-chief marks a clear pivot for the storied news organization. Once considered a pillar of liberal media, CBS now signals a willingness to embrace voices aligned with conservative and centrist critiques of the media establishment.

This shift aligns with broader trends in American media as outlets adjust to political, regulatory, and audience dynamics under the second Trump administration.

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Bari Weiss (Credit: NBC)

Paramount’s merger with Skydance and its recent settlement of a high-profile lawsuit with Donald Trump over a 60 Minutes interview demonstrate the industry’s sensitivity to regulatory pressures and political influence.

The appointment of Weiss coincides with these shifts, positioning CBS News as a potential model for reorienting mainstream journalism under changing ideological winds.

Internal Reactions and Challenges

Within CBS News, Weiss’s arrival has provoked a mix of anticipation and concern. The newsroom has experienced staff turnover and reports of unrest, highlighted by the recent departure of CBS News’s longtime standards chief.

Weiss’s identity as a provocateur and ex-opinion editor has unsettled some journalists accustomed to traditional newsroom hierarchies and practices.

Despite this, Weiss is pushing for editorial innovation, exploring live events, securing major interviews, and calling out leaks that she suggests undermine the newsroom’s cohesion.

Her emphasis on combating perceived bias and promoting balanced journalism seeks to restore trust among a politically diverse audience increasingly skeptical of media validity.

The Strategic Acquisition of The Free Press

Paramount’s purchase of The Free Press for approximately $150 million reflects its bet on new media models and personalities who can attract diverse, engaged audiences.

Weiss retains leadership of The Free Press, which will continue operating independently under the Paramount umbrella, while also steering CBS’s flagship news programs such as 60 Minutes and Sunday Morning.

This dual role amplifies her influence across traditional and new media, positioning her as a key player in shaping U.S. news consumption in the coming years.

Weiss’s Editorial Philosophy and Identity

Known for her critical stance on “wokeness” and progressive media culture, Weiss describes herself as a “radical centrist” and a “Zionist fanatic.” Her commentary has often pushed back against what she perceives as ideological conformity in newsrooms and tech platforms.

Weiss’s approach appeals to audiences seeking alternatives to mainstream narratives, framing her new role as an opportunity to champion intellectual independence.

Her rise is emblematic of a broader media realignment reflecting shifts in American politics and culture.

Whether Weiss’s vision will reconcile with CBS News’s legacy of objective journalism remains to be seen, but her appointment signals an unmistakable commitment by Paramount Skydance to recalibrate the network’s ideological positioning.

Broader Implications for American Media

Weiss’s transition from indie media founder to head of one of America’s oldest news outlets reflects a changing media environment where digital-native personalities increasingly influence established institutions.

Paramount Skydance’s strategy shows how major companies aim to diversify editorial voices while balancing governmental influence and market pressures.

This media evolution is unfolding amid lawsuits, regulatory scrutiny, and increasing political polarization. Weiss’s role serves as a case study in how media organizations strive to align commercial goals, audience engagement, and editorial independence in a deeply divided era.

What the Future Holds for CBS News

As Bari Weiss settles into leadership at CBS News, the network faces opportunities and challenges. Revitalizing trust amid skepticism requires bridging divides internally and externally, innovating content delivery, and maintaining journalistic standards.

Meanwhile, Weiss’s high-profile presence attracts attention from supporters and critics alike, shaping CBS News’s brand and influence. Industry watchers will closely monitor how this appointment affects CBS’s ratings, reputation, and role in shaping national discourse through upcoming elections and cultural shifts.