Law firms report a sharp rise in inquiries from celebrities, athletes and digital creators seeking to safeguard their personality rights, which protect the commercial misuse of a person's name, image, voice, signature style, likeness and even mannerisms. Cricketer Abhishek Sharma, actor-politician Ravi Kishan, singer Arijit Singh, actor Preity Zinta and influencer Raj Shamani share a growing concern — protecting their identity in the age of artificial intelligence (AI). AI increases personality rights infringement cases, and courts offer faster relief against AI deepfakes. "The number of inquiries has gone up significantly," said Dikshat Mehra, partner at Rajani Associates.