A Pakistan-based clothing label used AI-generated images of the actress to promote its collection; Alia is likely to take strong legal action
The Artificial Intelligence menace has now crossed borders. A Pakistan-based clothing label, Wajayesha Official, recently shared a series of images on Instagram featuring what appeared to be Alia Bhatt modelling their collection. The caption even claimed that the actor admired their designs, urging customers to place orders. “EVEN ALIA BHATT LIKE(sic.) OUR PURE SHEESHA SILK COLLECTION !!” read the post.
The images looked convincing, but were in fact AI-generated. The unauthorised use of Alia Bhatt’s face and identity places the actor in a deeply compromised position, not only as an Indian celebrity seemingly endorsing a Pakistani brand, but also as a victim of blatant digital misuse without consent.
Alia is expected to take strict legal action. She is currently said to be “appalled” and has chosen to reserve further comment until her legal team proceeds.
While in this instance the misuse involved fully clothed imagery, the issue runs far deeper. Several Bollywood actors have seen their faces and bodies manipulated into explicit or inappropriate AI-generated content circulating online.
From Kajol and Raveena Tandon to Taapsee Pannu and Rashmika Mandanna, multiple actors have already taken action against such exploitation of their identity.
“What is really frightening about the way AI is being misused is that this is just the beginning. Who knows what levels of damage can be caused in the future. We can only pray for better sense to prevail,” says Taapsee Pannu.
