The Commodification Of Identity: AI-Generated Replicas And The Commercial Exploitation Of Personality

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Tanvi Chadha, Amity Law School, Noida, Amity University, Noida

ABSTRACT

The advent of artificial intelligence technologies, especially deepfakes, voice cloning, and digital avatars, has led to an unparalleled threat to the sphere of personality rights. This paper explores the complex issue of the commodification of identity in light of AI-generated clones, considering its legal, moral and socio-cultural implications. By conducting a doctrinal and comparative analysis of Indian law, along with international perspectives, the present study highlights some major gaps in existing legal instruments and makes a compelling case for recognizing personality rights under the Indian law. With reference to precedent decisions like K.S. Puttaswamy v. Union of India and Anil Kapoor v. Simply Life India, and in the context of contemporary global developments, the current research outlines a blueprint for regulatory reform that ensures an appropriate balance between technological advancement and the inviolability of the right of each person to govern commercial exploitation of their identity.

Keywords: Personality Rights, Artificial Intelligence, Deepfakes, Right of Publicity, Commodification of Identity, Voice Cloning, Digital Avatars, AI Regulation

667. THE COMMODIFICATION OF IDENTITY- AI-GENERATED REPLICAS AND THE COMMERCIAL EXPLOITATIO

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