By Akansha Srivastava

The Indian government is set to unveil a draft regulatory framework for artificial intelligence (AI) by June or July this year. However, in the branding world, the lack of clear guidelines has led to the misuse of AI, both knowingly and unknowingly.

For instance, SBI recently posted an AI- generated image resembling Pandit Ravi Shankar but playing the guitar instead of the sitar, which it eventually took down after a backlash. Similarly, BestMediaInfo's recent story highlighted the risks of using GenAI faces in brand creatives, citing Yatra.com's use of an image resembling a model from ImagesBazaar without permission.

Recently, Bollywood actor Aamir Khan took legal action against Congress for circulating a fake political advertisement featuring a deep-fake video of him endorsing the party.

These incidents are not isolated, as brands like upGrad and Zomato have faced challenges for using GenAI- generated images without consent in the past, such as depicting figures like Sundar Pichai and Lionel Messi in their advertisements.

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