AI-generated Alia Bhatt's photos used by Pakistani clothing brand goes viral (Img: Internet)
New Delhi: AI-generated images of Alia Bhatt have sparked controversy after a Pakistani clothing brand used them to promote its ethnic wear collection. The images, widely shared across social media, show the actor in sarees and salwar suits that she never actually wore.
The visuals were reportedly created by altering existing photographs of the actor through artificial intelligence tools, giving the impression that she had endorsed the designs.
The promotional post by the brand included a caption suggesting that the actor supported its collection, further intensifying the backlash. Social media users were quick to point out that the images were digitally manipulated and raised concerns about the lack of consent.
Experts say the incident highlights growing ethical and legal questions around the use of AI in advertising, particularly when it involves public figures. Unauthorized use of a celebrity’s likeness can potentially lead to legal consequences, depending on jurisdiction and applicable laws.
Online reactions were swift, with many users criticizing the brand for misleading marketing practices. Comments ranged from calling the campaign “fake” to warning of possible legal action against the company.
Despite the criticism, the brand continued to engage with users in the comment section, appearing largely unfazed by the backlash. This further fueled discussions about accountability in digital marketing and the responsibility of brands using emerging technologies.
As of now, there has been no official statement from Alia Bhatt or her representatives regarding the issue. It remains unclear whether any legal steps will be taken.
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On the professional front, Alia Bhatt is set to appear in the upcoming film Alpha, backed by Yash Raj Films, alongside Sharvari. The film is scheduled for release in July 2027.
She will also star in Love & War, directed by Sanjay Leela Bhansali, featuring Ranbir Kapoor and Vicky Kaushal. The film is expected to release in January 2027.
