Mumbai: A dispute over the use of a celebrity’s identity in the artificial intelligence space has emerged after Urvashi Rautela’s team alleged that a Los Angeles-based AI company used the actor’s name, photographs and videos without permission.
The actor’s team shared a statement on social media on Tuesday, saying that it was pursuing appropriate legal options. The statement said damages were currently being assessed at ₹7,000 crore.
Team Urvashi Raises Objection
According to the statement, the issue concerns the alleged commercial use of Rautela’s identity and content without authorisation.
The team said businesses can develop their own artificial intelligence products and brands, but argued that Rautela’s name should not be used as part of such activities without her permission.
Details about any formal lawsuit, including where it has been filed and the basis for the ₹7,000 crore figure, were not provided in the statement.
Sheeraz Hasan Responds
The claims have drawn a response from Sheeraz Hasan, founder and CEO of Bollywood.AI and Hollywood.AI.
Hasan described the reported ₹7,000 crore claim as “ridiculous” in a social media post. His response followed an interview in which Rautela discussed Bollywood and artificial intelligence.
During the conversation, Rautela was asked about her thoughts on Bollywood and AI. Hasan subsequently argued that the actor should understand more about artificial intelligence and how the technology could affect the entertainment business.
He also said that AI-based movies, vertical dramas and digital performers could become part of the industry’s future.
Growing Debate Around AI and Celebrities
The disagreement highlights a wider issue emerging in the entertainment industry as generative AI becomes more widely used.
Celebrity names, photographs, voices and likenesses can potentially be incorporated into digital content, raising questions about consent, publicity rights, copyright and commercial use.
For actors and other public figures, the question of how their identity can be used by AI companies is becoming increasingly significant.
Urvashi Rautela’s Career
Rautela entered the entertainment industry as a model and made her Bollywood acting debut with Singh Saab The Great in 2013.
Over the years, she has appeared in Hindi films and later expanded her work into Telugu cinema. She has also featured in popular special dance appearances, including “Boss Party” from Waltair Veerayya, “Wild Saala” from Agent and “My Dear Markendeya” from Bro.
For now, the statements from Rautela’s team and Sheeraz Hasan represent the two sides of the dispute, while further details about any formal legal proceedings remain awaited.
