According to a statement issued by the actress’s team, the company allegedly used Rautela’s identity and personal content without obtaining permission.
The team said it is pursuing appropriate legal remedies and has estimated damages at Rs70 billion.
Rautela’s representatives stressed that any commercial use of the actress’s name, image or likeness must be carried out only with proper authorization.
The development comes amid growing concerns in the entertainment industry over the use of artificial intelligence to reproduce or manipulate people’s images, voices and identities without consent.
Actor Salman Khan had also recently expressed concern over the misuse of AI, particularly the unauthorized creation of videos and voice dubbing involving individuals.
Khan said the rapid advancement of AI had become a serious and concerning issue, particularly when the technology is used without a person’s permission.