In a startling example of the ethical complexities surrounding artificial intelligence, Bollywood superstar Alia Bhatt has become the latest target of digital manipulation for commercial gain. A Pakistani fashion label has sparked a social media firestorm after allegedly using AI-generated imagery of the actress to promote its latest clothing collection without her consent.
Deepfake Fashion: The Controversy Explained
The controversy erupted when netizens spotted uncanny likenesses of the Gully Boy star across the promotional materials of a prominent Pakistani retail brand. While the features belonged to Bhatt, social media investigators quickly noted the synthetic nature of the images. The brand appears to have utilized sophisticated AI tools to superimpose the actress’s face onto models wearing their newest ethnic wear, effectively creating a “shadow” brand ambassadorship.
This incident highlights a growing and dangerous trend where high-profile celebrities are digitally “cloned” to bypass expensive endorsement contracts. By using AI avatars, brands can simulate high-value photoshoots at a fraction of the cost, often ignoring the legal and moral implications of using a public figure’s likeness.
Internet Backlash and Public Outcry
The reaction across platforms like X (formerly Twitter) and Instagram has been swift and largely critical. Fans of the actress have called out the brand for “unethical marketing practices” and “digital identity theft.” Many users pointed out that the lack of disclosure regarding the use of AI makes the advertisements deceptive to consumers.
“It is unbelievable that a brand would think they could get away with using such an obvious AI version of Alia Bhatt,” one Instagram user commented. Others have urged the actress’s legal team to take immediate action to protect her intellectual property and image rights.
The Rising Threat of AI Misuse in Entertainment
This is not the first time the Indian film industry has faced the challenges of AI. Earlier this year, several actors, including Rashmika Mandanna and Katrina Kaif, were victims of deepfake videos. However, the shift from “deepfake” videos to commercial AI “modeling” represents a new frontier for legal departments in the entertainment industry.
Legal experts suggest that as AI technology becomes more accessible, the need for stringent international regulations regarding digital likeness rights is becoming urgent. For now, the Pakistani brand has yet to issue an official statement, even as the images continue to circulate and draw heat from the global South Asian community.
