Representatives of Bollywood actor Urvashi Rautela said on 29 September that they are pursuing legal action against an unnamed Los Angeles-based AI company, which they accuse of commercially using her name, pictures and videos without consent, LatestLY reports. Her team says it is assessing damages at around INR 7,000 crore.
The claims come from a statement posted on an Instagram account run by her team, which the actor echoed on her own profile. The team says building an AI business is legitimate but gives no right to profit from a person's identity, and alleges that the company has drawn billions of dollars in value from her likeness. Its message to the firm, delivered in an expletive-laden line, was to keep her name out of its business unless it has permission.
LatestLY's report does not name the company, describe how the material was used or say whether a case has been filed in any court. The damages figure is, for now, the team's own estimate, and the report carries no response from the company.
Rautela, who made her debut in Singh Saab the Great in 2013 and has since appeared in Sanam Re, Great Grand Masti, Hate Story 4 and Pagalpanti, joins a growing number of performers challenging unlicensed AI use of their faces and names. The outlet frames the dispute as one both the film and tech industries will watch for what it signals about consent and licensing of celebrity likenesses. LatestLY says it checked the claims against the team's Instagram post.
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