Shilpa Shetty’s AI Dilemma: HC questions platforms on Consent and Misrepresentation

The Bombay High Court challenged the legality of AI platforms simulating celebrities without permission. The Court scrutinized how users can “have a chat” with AI-generated versions of actors like Shilpa Shetty Kundra, raising urgent questions about consent and online content control.

The dispute arises from Shetty’s ongoing suit against multiple AI services, e‑commerce sites, and platforms accused of misusing her image, voice, and likeness. In December 2025, a vacation Bench had ordered the immediate removal of morphed and AI-generated content exploiting her personality. Shetty now seeks broader restrictions on over 30 platforms allegedly hosting such material, while intermediaries claim they act promptly when URLs are flagged.

The conflict centers on AI companies generating interactive content using Shetty’s likeness without authorization. Counsel for one chatbot site argued that the platform’s algorithm did not require celebrity consent. Shetty’s team countered that AI content goes beyond user uploads and creates a public representation of a person without approval, which can mislead audiences and damage reputation. E‑commerce and GIF platforms also face scrutiny over product listings and uploaded content featuring her persona.

Justice Sharmila Deshmukh sharply questioned the AI company, asking, “Without the permission of the personality, can you use an AI to chat with anybody in any manner? What is your right to do that?” The Bench emphasized that AI-generated content knowingly presented as simulated cannot bypass consent rules. She also raised concerns about YouTube commentary on ongoing proceedings, noting that “It is only a news media house that can give a proper, authenticated account of court developments.”

The Court directed all platforms to file detailed responses and clarified that take-down obligations for intermediaries would operate on a notice-based system.

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