AI-Generated Likeness and The Law: Protecting Personality Rights in The Age of Deepfakes and Social Media Exploitation
The proliferation of artificial intelligence (AI) technologies—particularly deepfakes—has given rise to complex legal and ethical challenges concerning the unauthorised use of an individual’s likeness. With AI-generated content becoming increasingly indistinguishable from reality, questions surrounding the protection of personality rights have taken centre stage. Celebrities, politicians, and even private individuals are now at risk of having their images, voices, and behaviours manipulated and disseminated with…

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