Rs 2.5 crore AI impersonation suit by Gautam Gambhir puts major platforms under scanner

Two-time World Cup winner and current India head coach Gautam Gambhir has approached the Delhi High Court, alleging widespread misuse of his identity across digital and e-commerce platforms, in what he terms a coordinated case of AI-driven impersonation. Underscoring the seriousness of the issue, Gambhir stated that his “identity has been weaponised,” flagging the growing risks posed by deepfake content in the digital ecosystem.

At the centre of the complaint is the alleged use of artificial intelligence tools to create fabricated videos of Gambhir across platforms such as Instagram, X and YouTube. These clips falsely attributed statements to him, including one presented as a resignation announcement that drew over 2.9 million views. Moreover, another video showing him commenting on senior cricketers’ World Cup participation crossed 1.7 million views, highlighting how quickly such content can scale and mislead audiences.

However, the case moves beyond misinformation to commercial misuse. The suit claims that online marketplaces, including Amazon and Flipkart, hosted unauthorised merchandise featuring Gambhir’s name and likeness. This, his legal team argues, points to a larger issue where manipulated identities are not only circulated for engagement but also monetised, creating a direct intersection between content misuse and commerce.

A total of 16 defendants have been named, covering individual accounts, technology platforms such as Meta, X Corp. and Google, as well as e-commerce intermediaries. Additionally, the Ministry of Electronics and Information Technology and the Department of Telecommunications have been included as proforma parties to facilitate implementation of any court-mandated actions.

Legally, the suit draws on provisions under India’s Copyright Act, Trade Marks Act and Commercial Courts Act. It also references past Delhi High Court rulings that recognise personality rights, reinforcing that an individual’s identity cannot be commercially exploited without consent, even in cases involving AI-generated content.

From an advertising and marketing standpoint, the case brings brand safety and authenticity into sharp focus. Celebrity-led campaigns and influencer partnerships rely heavily on trust and credibility; however, the rise of AI-generated impersonation threatens to erode that foundation. Moreover, as synthetic content becomes easier to produce, the risk of unauthorised endorsements and misleading brand associations is likely to grow.

Gambhir has sought damages of ₹2.5 crore along with a permanent injunction to prevent further misuse of his identity. He has also requested the takedown of all infringing content and disclosure of any revenues generated through such material.

The development adds to a growing global conversation around AI and accountability. For marketers and platforms alike, it signals a shift from experimentation with AI to the urgent need for governance frameworks that can safeguard identity, consent and trust in the digital economy.