Gautam Gambhir, the head coach of the Indian cricket team and a former World Cup winner, has taken legal action in the Delhi High Court regarding the alleged misuse of his identity. He filed a civil suit in the court's commercial division, seeking strict actions against AI deepfake technology, fake videos, and the unauthorized sale of merchandise featuring his name and likeness. The case stems from the rise of fake content on social media platforms, which Gambhir's legal team claims began skyrocketing at the end of 2025, leading to serious concerns about his reputation.

As per reports, various accounts on Instagram, X (formerly Twitter), YouTube, and Facebook have created misleading videos using AI technology, face-swapping, and voice cloning techniques. These videos falsely depict Gambhir making statements he never made. Among the troubling examples, a fake resignation video amassed over 2.9 million views, while another clip, where he was shown commenting on senior players, reached up to 1.7 million views. This alarming trend not only affects Gambhir's personal image but also raises questions about the ethics of AI-generated content in public discourse.

Moreover, the misuse of Gambhir's identity extends beyond social media; e-commerce platforms have also seen unauthorized posters and products being sold using his name and images without his permission. In total, Gambhir has included 16 defendants in his lawsuit, targeting various social media accounts and companies that he holds responsible for the digital impersonation and exploitation of his identity. The case underscores the rapidly growing issue of deepfake technology and its implications for individuals in the public eye, fueling ongoing conversations about accountability in the digital realm.