India, Sept. 29 -- Not long ago, the idea that a person's style, voice, or even a famous mannerism could need legal protection might have seemed far-fetched. But a wave of recent litigation by film figures including Amitabh Bachchan, Anil Kapoor, Jackie Shroff, Aishwarya Rai Bachchan, Abhishek Bachchan, Karan Johar and Nagarjuna reflects a significant shift in legal discourse. These celebrities have pressed the Delhi high court to acknowledge and enforce personality rights, underscoring the growing recognition of identity as a valuable legal asset in the digital age.

The surge in personality rights litigation in today's artificial intelligence (AI)-driven environment is largely attributable to the increasing misuse of celebrities' person...