A Pakistani clothing label has attracted widespread attention after using artificially generated images resembling Indian actor Alia Bhatt in its online promotional material. The development has triggered debate on social media over the use of artificial intelligence (AI) in advertising and the potential unauthorised use of celebrity likenesses.
The issue surfaced when images appearing to show Alia Bhatt modelling outfits from a Pakistani fashion brand were shared on the social media platforms of a label identified as Wazayesh. The visuals were presented as part of a marketing campaign for the company’s clothing line, leading many users to initially assume that an actual photo shoot involving the actor had taken place.
The accompanying promotional message included the statement: “Even Alia Bhatt loves our Pure Sheesha Silk Collection.” This claim further reinforced the impression that the actor was associated with the brand, prompting online discussion and scrutiny.
Subsequently, it emerged through public clarification and user analysis that the images were generated using AI tools rather than being authentic photographs of Alia Bhatt. This revelation shifted the focus of discussion towards the ethical and legal considerations surrounding synthetic media in commercial advertising, particularly when it involves recognisable public figures.
Social media reactions were varied. Some users expressed concern over the potential misuse of a celebrity’s identity without consent, while others criticised the marketing approach as misleading. A number of comments suggested that the actor may not be aware of the use of her likeness, while others described the practice as deceptive advertising enabled by AI technology. As of now, no official response has been issued by Alia Bhatt or her representatives regarding the matter.
The incident comes at a time when AI-generated content is increasingly being used in digital marketing, raising broader questions about transparency, consent, and regulation in advertising practices. It also unfolds against a backdrop of limited cross-border collaboration between Indian and Pakistani entertainment industries in recent years.
Alia Bhatt was most recently seen in the film Jigra, in which she starred alongside Vedang Raina. The film was also produced under her involvement but did not achieve strong commercial performance. Looking ahead, she is expected to appear in two upcoming projects titled Alpha and Love and War, both currently in production.
Key Details
| Category | Information |
|---|---|
| Brand involved | Wazayesh (Pakistan) |
| Nature of issue | AI-generated images resembling Alia Bhatt used in marketing |
| Promotional claim | Association with “Pure Sheesha Silk Collection” |
| Verification status | Confirmed as AI-generated content through public clarification |
| Official response | No statement from Alia Bhatt or team |
| Public reaction | Concerns over consent and misleading advertising |
| Recent film | Jigra (with Vedang Raina) |
| Upcoming films | Alpha, Love and War |