AI-morphed images of Alia Bhatt used to promote Pakistani clothing brand, sparks row

The unauthorised use of artificial intelligence to create and circulate morphed images of celebrities has triggered fresh concern after pictures of Bollywood actor Alia Bhatt appearing to endorse a Pakistani clothing brand surfaced online, drawing sharp reactions from fans.

The images were shared on social media by Pakistan-based label Wajayesha Official, which claimed that the actor favoured its “pure sheesha silk collection”. However, users quickly pointed out that the visuals appeared to have been digitally altered using AI, with Bhatt’s original photographs reportedly modified to alter her outfits without her consent.

The posts prompted widespread criticism, with several users accusing the brand of misleading promotion and misusing the actor’s likeness. Despite the backlash and warnings of potential legal action from fans, the brand responded dismissively in the comments section, further fuelling the controversy.

The development comes amid growing concern in the entertainment industry over the misuse of AI-generated content. Actors such as Amitabh Bachchan and Salman Khan have previously sought legal protection of their personality rights against unauthorised use of their image and voice.

Legal experts note that personality rights allow individuals to control the commercial use of their identity, including their name, image, likeness and voice. These rights broadly cover two aspects, the right of publicity, which guards against unauthorised commercial exploitation, and the right to privacy, which protects against misuse such as deepfakes, fabricated endorsements and doctored content.

Meanwhile, Bhatt is set to return to the big screen with the upcoming spy thriller ‘Alpha’, directed by Shiv Rawail. The film, part of the Yash Raj Films Spy Universe, also features Sharvari, Anil Kapoor and Bobby Deol, and is scheduled for release on July 10.

She will also be seen in ‘Love and War’, directed by Sanjay Leela Bhansali, alongside Ranbir Kapoor and Vicky Kaushal.