Bollywood’s latest AI worry is not a delayed film or a synthetic star; it is a label. CB Arun Kumar, dean of communication, film and gaming at Pearl Academy, has called for stricter laws that force social platforms to show clear, bold AI labels on machine-made content. He spoke exclusively to Hindustan Times after actors Janhvi Kapoor, Keerthy Suresh and Sunainaa flagged objectionable deepfakes using their likenesses.
Small disclaimers, big confusion
Kumar argued that the core issue is no longer only the existence of fake videos but the collapse of trust. Viewers cannot tell what is real and what has been generated. On a legal platform like Instagram, the AI content disclaimer is a tiny, hidden message that many miss, he said. That allows synthetic clips to pose as genuine news, especially disaster footage and other viral material that spreads quickly.
He wants a law that demands clear, bold labelling of AI content. Legal tools to take down objectionable material already exist, he pointed out, but they act after the damage. A visible label would help audiences separate genuine footage from AI-made media before they share it.
Why it matters to Bollywood fans
Deepfakes hurt Hindi cinema directly when a familiar face and likeness can be used without permission. For fans, that means every poster, teaser or viral clip becomes harder to trust.
- Janhvi Kapoor, Keerthy Suresh and Sunainaa have voiced concern or warned of legal action over misuse of their likeness.
- Instagram’s AI disclaimer is currently easy to miss, according to Kumar.
- Digital artists across media, film, TV, architecture and fashion are losing commercial ground as AI works faster.
AI is not the villain; misuse is
Kumar was careful not to paint all AI as harmful. Blanket criticism of the technology is foolish, he said, and the real legal and moral concern is using AI trained on an artist’s work without consent. He compared the moment to art history: creators have always learned by studying and reproducing earlier work, but an acknowledged reproduction is not a forgery. The change now is speed, scale and the ease of deception.
He also pointed to the pressure on digital artists. Painstakingly made work is being compared to cheap machine output, and many artists are being priced out because AI can deliver faster. His prediction: artists who treat AI as another pipeline tool will survive and thrive.
What fans can do
Until bold labels become law, look for the AI tag before sharing a clip. Use platform reporting tools for objectionable deepfakes. If a poster or teaser feels off, wait for an official handle or a credible entertainment report. Kumar said 2026 has left him excited, curious, slightly concerned and deeply optimistic. The technology is already here, he said, and “Pandora’s box is open” — those who adapt are more likely to stay relevant than those who ignore it.
Source: Hindustan Times