The case of Kartik Aryan v. Unknown Defendants, decided by the Bombay High Court on April 15, 2026 by Justice Sharmila Deshmukh, deals with the misuse of a celebrity’s identity through AI-generated content. Kartik Aryan approached the court seeking protection of his personality rights, alleging that fake websites, social media profiles, and AI-generated obscene content were using his name, image, voice, and likeness without consent. He argued that such acts harmed his reputation, caused public deception, and affected his commercial value. The key issues included whether AI-generated misuse violates personality rights, whether intermediaries can be directed to remove such content, and whether such content infringes the right to privacy and reputation. The petitioner contended that his rights were being commercially exploited and that urgent relief was necessary. Intermediaries argued safe harbour protection under IT laws. The Court recognised personality rights as part of Article 21 and held that unauthorised use and AI-generated obscene content violate dignity and reputation. It directed intermediaries to remove such content within 36 hours of notice. This case establishes that AI misuse is legally actionable, strengthens intermediary accountability, and expands privacy and publicity rights in the digital era.