Urvashi Rautela has taken legal action against a Los Angeles-based AI company over the alleged unauthorised use of her name, images and videos. Her team has announced that it is pursuing legal remedies and is currently assessing damages at a staggering Rs 7,000 crore.

According to the statement issued by Urvashi’s team, the company allegedly used her identity and visual content without permission and generated significant commercial value through them. The team has also demanded that the company stop using Urvashi’s name for its business without obtaining permission.

The development comes amid growing concerns in the entertainment industry over AI-generated content and the unauthorised use of celebrities’ identities. Urvashi’s case specifically raises questions over how actors can protect their names, images and likenesses when they are used commercially by AI platforms without their consent.

The AI company’s founder Sheeraz Hasan has also responded to the controversy, arguing that Urvashi needs to understand how artificial intelligence is changing the entertainment business. He maintained that AI will play an increasingly significant role in creating films, digital characters and other forms of entertainment.

For now, Urvashi’s team has put the alleged misuse of her identity at the centre of the dispute, with Rs 7,000 crore in damages being assessed. The case could become another significant test of celebrity personality rights as the entertainment industry continues to grapple with the rapid expansion of generative AI.

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