Summary: In India, personality rights, protecting an individual’s control over the commercial use of their identity, have primarily evolved through judicial pronouncements. However, the rise of artificial intelligence, including deepfakes and voice cloning, has significantly intensified the threat of identity misappropriation, prompting Indian courts to expand the scope of these rights. In recent times, the Delhi and Bombay High Courts have granted injunctions restraining AI-driven misuse of celebrities’ names, images and likenesses. Yet, despite this judicial recognition, the existing statutory framework remains fragmented, and comprehensive legislative intervention has now become essential to ensure consistent and effective protection of personality rights in the AI age.