AI-Generated Likeness and The Law: Protecting Personality Rights in The Age of Deepfakes and Social Media Exploitation

Abstract

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 without consent. The law, however, has not evolved at the same pace as technology, resulting in gaps in legal protection across jurisdictions. This paper explores the legal dimensions of AI-generated likenesses, focusing on personality rights, privacy laws, intellectual property, and the ethical implications of digital exploitation on social media platforms. By examining case law, statutory frameworks, and comparative legal approaches, the paper underscores the urgent need for updated legislation and proactive regulation. Furthermore, it explores the implications for content creators, platforms, and victims and outlines proposed strategies for ensuring accountability and protecting individual dignity in the digital age.