Maryam Beg is an associate at Gurinder and Partners, with extensive experience in IP in the domain of AI & the metaverse.
With rapid advancements in artificial intelligence and the emergence of the Metaverse, personality rights-often termed the right to publicity-are being reshaped. These rights protect an individual's identity, reputation, and commercial use of their persona, preventing unauthorized use and harmful depictions.
As technology evolves, personality rights are entering uncharted waters. Key aspects include:
Right to publicity
Protection from defamation
Posthumous rights
In today's digital age, these rights are crucial for safeguarding reputation, preventing exploitation, and enabling commercial opportunities. However, AI challenges like deepfakes, chatbots, and digital mimicry raise significant concerns.