AI Deepfakes Challenge Privacy Rights in India

• •Deepfake technology enables realistic impersonation, posing severe privacy risks.
• •Existing Indian laws struggle to address the complexities of synthetic media misuse.
• •2026 amendments to IT Rules enhance intermediary duties but fall short of individual protections.

Generative AI technologies, particularly deepfakes, pose significant threats to individual privacy and identity in India. The misuse of synthetic media can lead to reputational harm, false endorsements, and non-consensual intimate content. Current legal frameworks, including the amended IT Rules of 2026, are inadequate to address these challenges effectively. The Copyright Act and personality rights laws do not sufficiently protect individuals from unauthorized use of their likeness or voice. Victims often find themselves without proper legal recourse due to outdated statutory protections. The articles highlight the urgent need for comprehensive legal reforms to safeguard personal identity in the digital age.