Urvashi Rautela's team takes legal action against Los Angeles AI company

Actress Urvashi Rautela is heading into a legal fight over her own identity. Her team has announced that it is taking action against a Los Angeles-based artificial intelligence company. The team accuses the firm of using her name, photographs and videos without her permission.

In a statement, the team said the damages are currently being assessed at Rs 7,000 crore. Reports say the statement also claims the company generated billions of dollars in value by using the actress's likeness without her consent. The team said it will pursue appropriate legal remedies, and these include damages.

The statement was firm but also drew a clear line. The team made it plain that it has no objection to the company building its own AI business or growing its own brand. Its only demand is that Urvashi's name and identity stay out of that business unless the company has her permission.

The statement did not name the Los Angeles-based company. Details of the proposed legal action have also not been shared yet, so more clarity is expected in the coming days.

The case comes at a time when AI-generated and morphed images of celebrities are spreading widely on social media. Such content raises serious concerns about consent, privacy and the commercial use of a person's likeness. Salman Khan reportedly spoke about the same issue while hosting Bigg Boss over the weekend. The Urvashi case adds to a growing list of legal disputes in India over celebrity personality rights and artificial intelligence.

Telugu audiences know Urvashi from films such as Waltair Veerayya, Agent, Daaku Maharaj, Bro and Skanda. Fans will now be watching closely to see how this high-value claim plays out.