Alia Bhatt AI image incident — Oct 2026

In April 2026, the Pakistani fashion label WajAyesha Clothing utilized generative AI to create promotional images featuring actress Alia Bhatt. The brand used the technology to retain the actress's likeness while digitally swapping her outfit to showcase a new collection, all without her consent.

What happened

The incident involved the unauthorized use of AI to manipulate the appearance of a public figure for commercial gain. By leveraging generative tools, the label was able to synthesize images that featured Bhatt's face while altering her clothing to fit their specific marketing needs. This case highlights the growing tension in the fashion industry regarding the use of AI to manufacture imagery, specifically concerning the rights of individuals over their own likeness. Legal experts note that while brands may attempt to use AI to streamline production, owning the copyright to an AI-generated image does not grant the right to borrow a person's face or likeness without permission. This incident serves as an example of the ethical and legal challenges brands face when using AI to bypass traditional photography and talent acquisition processes.