Mumbai: Bollywood actor Akshay Kumar filed a suit before the Bombay High Court for protection of his personality rights from unknown persons and others infringing them via artificial intelligence. The HC will hear the matter on Wednesday. A similar suit was also filed actor Hrithik Roshan, but before the Delhi High Court. Roshan's plea will also be heard on Wednesday in New Delhi.

Akshay Kumar, who has over 150 films to his credit, prefers his screen name over his given name, Akshay Bhatia. This includes his name, screen name "Akshay Kumar," image, likeness, voice, distinctive performance style, mannerisms, and other identifiable attributes.

The suit by Hrithik, filed through Parinam Law, cites "large-scale misuse" of his persona through "AI-generated and deepfake images and videos, counterfeit merchandise, deceptive advertisements, false brand endorsements, and impersonating social media profiles on platforms…and various e-commerce sites." He made various social media platforms and e-commerce sites also a party to the suit.

Recently, Justice Arif Doctor granted interim protection of such rights to legendary playback singer Asha Bhosle and actor Suniel Shetty. The HC, in Shetty's order, said "unauthorized creation/uploading of deepfake images of the Plaintiff (Shetty) on social media platforms constitutes a grave infringement not only of his personality rights but also of his right to live with dignity.