ContentLens launches AI platform to detect celebrity likeness misuse

With AI-generated deepfakes, fake endorsements and voice clones emerging as threats to celebrity identity rights, Bengaluru-based ContentLens has launched an AI-powered platform to detect and track the unauthorised use of faces, voices and visual identities across social media.

The platform creates a biometric signature for each protected celebrity and conducts round-the-clock surveillance across social media platforms. When it detects a potential violation, the celebrity's team receives an alert with supporting evidence and information to facilitate takedown requests or legal action.

ContentLens said India has approximately 15 million active content creators, generating an estimated 75–90 million pieces of content monthly if each creator uploads five to six videos. The company said its platform reduces detection time from months to minutes.


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Actress Manisha Kandkur, who has experienced the platform firsthand, said it flagged multiple instances of her likeness being used in fraudulent advertisements within days of onboarding.

"I have spent years building my name, my image, and the trust of my fans. When I discovered that AI-generated versions of my face were appearing in fraudulent advertisements without my knowledge or consent, it was one of the most violating experiences I have had as a public figure," she said.

Rohan Sahu, founder and CEO of ContentLens, said the company was already working with the Indian music industry to protect music intellectual property from unauthorised use.

"Every week, our platform finds potential violations that celebrity teams had no idea existed, including fake endorsements, voice clones and scam advertisements," Sahu said, adding that generative AI had made it easier to misuse celebrity identity and intellectual property.

Hari Nair, strategic advisor at ContentLens and former CEO of Tips Music Limited, said celebrity teams were aware of the deep fake threat but often overlooked the unauthorised use of their identities by brands, which could result in revenue loss and facilitate scams.

ContentLens operates across four verticals: celebrity likeness and deepfake detection, music IP protection, content provenance (C2PA) and watermarking, and counterfeit brand detection. The company serves celebrity talent, music labels, sports organisations and enterprise brands.