Highlights:
Bollywood actor and artist Urvashi Rautela’s team has put a staggering $730 million price tag on what it calls the unauthorized use of the actress’ name, images and videos by a Los Angeles-based artificial intelligence company. The claim has raised questions about how her identity was allegedly used and why the actress’ team believes the damages could reach such a huge figure.
According to a statement issued by the actress’ team, the company allegedly used Urvashi’s identity and content without permission. The team says it is pursuing legal remedies and is currently assessing damages at approximately $730 million.
In an exclusive quote shared with IANS, Urvashi’s team said, “Their business has allegedly generated billions of dollars in value by using Urvashi’s name, images and videos without authorization. We are pursuing appropriate legal remedies, including damages currently being assessed at approximately $730 million against the Los Angeles-based company. Build your AI (artificial intelligence) company. Build your brand. But keep Urvashi’s name out of your business unless you have permission. Team Urvashi Rautela."
The actress and her team also shared the statement jointly on Instagram on Tuesday (29).
What Urvashi’s team is alleging
The central allegation is that the company profited from Urvashi’s name and likeness without her authorization. Her team says the alleged use of her content has led to a legal response, with damages now being assessed at the $730 million figure.
However, the statement does not identify the company involved.
It also does not explain exactly how Urvashi’s content was allegedly used. It remains unclear whether the material appeared in AI-generated images, videos, a chatbot, training data or advertising. The statement also does not explain how the damages figure was calculated.
Another unanswered question is whether a lawsuit has already been filed in court or whether the team remains at the legal notice stage.
Why the AI controversy matters
The dispute comes at a time when AI-generated and morphed images of celebrities, including sexually suggestive and seminude depictions, have become increasingly common across social media.
Urvashi’s statement does not say that this type of material is involved in her case. Instead, the timing places her complaint within a wider conversation around how easily a celebrity’s identity can be reproduced or manipulated using artificial intelligence.
The statement also arrived just days after a clip of Urvashi discussing AI in Bollywood went viral, leaving many users confused about the point she was making.
Urvashi is not alone
The actress is not the only Indian celebrity speaking out about the potential misuse of AI.
Days earlier, Salman Khan addressed AI misuse while hosting Bigg Boss 20, describing the unauthorized use of people’s images and identities as a serious concern.
“Someone made an AI video, or did AI voice dubbing; that is wrong. AI has progressed so much that it’s very scary. It’s a very serious thing. You said something, and someone used AI to edit it and kisi ko gali bakdi. You know what they’re doing? AI videos bana rahe hain yeh. Bahut saare logon ke. And even I am there in the AI video."
For Urvashi’s team, the issue is now moving towards legal action. Whether the Los Angeles-based company is eventually named, what material was allegedly used and how the $730 million damages figure was reached remain unanswered.
For now, the actress’ message is direct: building an AI company or brand does not, in her team’s view, give anyone permission to use Urvashi Rautela’s name, images or videos without authorization.
