Bollywood actress Urvashi Rautela’s team has announced it is pursuing legal action against a Los Angeles-based artificial intelligence company, seeking damages currently assessed at ₹7,000 crore (approximately $730–800 million). The team alleges the firm used the actress’s name, photographs, and videos without authorisation and commercially exploited her identity.
In a strongly worded Instagram statement issued on September 29, 2026, Team Urvashi claimed the company’s business had “allegedly generated billions of dollars in value” by using her likeness without permission. The statement warned: “Build your AI company. Build your brand. But keep Urvashi’s name out of your business unless you have permission.” The team said it is seeking “appropriate legal remedies,” though it has not publicly confirmed whether a formal lawsuit has already been filed in court.
The dispute appears linked to a recent viral interview Rautela gave to Bollywood .AI, an entertainment platform founded by Sheeraz Hasan, who also heads Hollywood .AI. During the conversation, she was asked about Bollywood and artificial intelligence and gave a somewhat unclear response that later drew online criticism and trolling. Hasan publicly responded to the damages claim, describing it as “ridiculous.” He stated that the company did not put words in Rautela’s mouth and advised her to educate herself about AI’s growing role in the entertainment industry, calling AI-generated content the future of films and digital performances.
This episode highlights rising concerns among Indian celebrities about the unauthorised commercial use of their images, names, and likenesses in AI applications, deepfakes, and digital content. Other stars, including Salman Khan, have previously raised similar issues. Personality rights and the need for clear consent before using a celebrity’s identity for commercial AI purposes are becoming increasingly important legal questions in both India and the United States.
As of now, the company has not issued a detailed formal reply beyond Hasan’s social media comments, and further legal developments are awaited.
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