Actor Urvashi Rautela’s team has threatened legal action against a US-based artificial intelligence company, alleging unauthorised use of her name and likeness. Her representatives said damages were being assessed at around Rs 7,000 crore.

The dispute centres on claims that the AI firm used her identity without permission. As of Tuesday, no formal court filing had been confirmed in the reports, and the matter remained at the stage of a legal threat rather than a filed lawsuit.

The case has drawn attention because of the enormous damages figure cited by her team and because disputes over AI-generated likenesses are rising across the entertainment industry. Actors’ unions in India and abroad have been demanding clearer consent rules for digital replicas.

Legal experts say such claims typically turn on whether a person’s name, image or voice was used commercially without consent, and on which jurisdiction’s right-of-publicity laws apply. The company has not publicly responded to the allegations.