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Gautam Gambhir for India [Source: X]
India head coach Gautam Gambhir has sought urgent relief against the large-scale misuse of his identity through artificial intelligence, deepfakes, and unauthorised commercial exploitation by approaching the Delhi High Court.
He is not the first cricketer though to raise his voice against the misuse of technology, as his brand image has been affected. Earlier, cricketers like Sunil Gavaskar have protested against the use of AI deepfakes and pursued copyright claims over the misuse of their image.
With the widespread use of the internet, it is not surprising that Gautam Gambhir has often been the subject of trending memes following India’s wins and losses. However, it now appears that the head coach has taken legal action against the misuse of his brand image.
The Impact of AI Misuse On Cricketing Personalities
Deepfakes and face swaps created through generative AI models have enabled the replacement of one person’s likeness with another in videos or photos, making them appear in entirely new content.
Hyper-realistic fabrications, along with voice and audio synthesis, have led to multiple instances where individuals have denied making statements attributed to them.
As a result, the manipulation of images and content has become a central issue in recent legal discourse. The rise of AI tools has further complicated the protection of public figures’ identities.
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Gambhir Files Petition
Gautam Gambhir has now filed a petition in the Delhi High Court, naming multiple social media accounts, intermediaries, and e-commerce platforms as defendants.
In his suit, he has sought a permanent injunction restraining all defendants from using or exploiting his name, image, voice, or persona without explicit consent.
He has also requested an immediate ex parte ad interim injunction directing the takedown of all infringing content to prevent further circulation.
Gautam Gambhir Files ₹2.5 Crore Damage
Additionally, the India head coach has sought damages amounting to ₹2.5 crore along with a rendition of accounts. The issue has reportedly been affecting him since late 2025, when there was a sharp rise in fabricated digital content using AI tools to falsely attribute statements to him.
He has also alleged that his identity has been commercially exploited through the sale of unauthorised merchandise on e-commerce platforms. The lawsuit includes a total of 16 defendants, comprising various social media accounts and major e-commerce entities.
The petition invokes provisions under the Copyright Act, Trademarks Act, and Commercial Courts Act, while also relying on judicial precedents that recognise personality and publicity rights, particularly in the context of AI-driven misuse. The matter is expected to be taken up by the Delhi High Court in the coming days for consideration of interim relief.
Gambhir Enjoying A Solid Coaching Run
On the professional front, Gautam Gambhir has been enjoying a successful stint as India’s head coach following the ICC Men's T20 World Cup 2026 triumph.
He is currently on a 2–3 month break due to the upcoming Indian Premier League 2026, which begins on March 28. India’s next assignment will be against Afghanistan national cricket team, featuring a one-off Test and a three-match ODI series scheduled for June 2026.
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