The Legal Implications Of Virtual Influencers And AI Personas On Social Media Platform: A Comparative Analysis Of Global Jurisdictions
- IJLLR Journal
- Mar 6
- 1 min read
Kiruthiga P, Christ (deemed to be) University
ABSTRACT
The digitization of the business promotions, advertisements, branding and endorsements has given a rise to a new species of influencers which is AI- generated personas and virtual influencers—who are responsible in reshaping the landscape of social media, marketing, and entertainment. Unlike human influencers, these virtual entities are entirely created by algorithms, yet they mimic human traits and often achieve significant social and commercial impact. However, their emergence poses novel legal challenges, particularly concerning personality rights. These challenges include questions of consent, ownership, and liability for the unauthorized use of human likeness and traits.
This paper aims to address these issues through a comparative legal analysis of three key jurisdictions: India, the United States, and the European Union. By examining the strengths and weaknesses of existing legal frameworks, the study seeks to provide actionable recommendations for creating a robust and harmonized regulatory environment.
Keywords: AI-driven virtual influencers, Global legal framework, Personality rights, Intellectual Property (IP) Laws, Digital identity protection.
