Social media is buzzing after a Pakistani clothing label used AI-edited images of Alia Bhatt to promote its latest collection. The pictures quickly went viral, but not for the reasons the brand may have expected.
Fans were quick to notice that the images were not authentic and had been digitally altered. The incident has once again raised questions about the misuse of celebrity images and AI in marketing.
The brand, however, did not back down and instead responded to criticism with witty replies, further fuelling the online debate.
Also Read | From ‘Dhurandhar’ to ‘Harry Potter’: Rishab Sharma’s Delhi finale delivers a stunning fusion spectacle
Brand shares AI-edited photos
Pakistani label Wajayesha Official posted a series of images showing Alia Bhatt as their model for a silk suit collection. The actress appeared in different colours like black, burgundy, teal and lavender. The caption read, “Even Alia Bhatt likes our pure sheesha silk collection!! Colour can be customised, book your order now.”
Fans call out fake images
Soon after the post went viral, fans pointed out that the images were digitally edited using AI. Many criticised the brand for using a celebrity’s face without permission. Smaller brands using celebrity images is common, but this incident stood out due to the obvious AI editing.
Social media reactions and brand replies
A social media user said, "She will sue you!" Soon, the brand responded, "No, she will not."
Another person commented, "Alia Bhatt ko pata hai brand shoot ke bare?" The brand mentioned, “Viral karein please ki unku bhi pata chal jaye.”
A person also added, “This is AI. I will send this to her.” Again, the brand replied, “But we have the original product.” When a fan said, “This is fake AI cheap marketing,” the brand stated, “Yes, you are right, but we have an original one.”
Also Read | Pakistan’s own ‘Dhurandhar’? New spy show faces backlash over blunders
Original source of images
As per NDTV reports, the base images used were taken from Alia Bhatt’s public appearances and social media. One of the viral pictures was originally from her walk at the L'Oréal Paris runway in Paris in 2024, later edited and reused by the brand.
The controversy highlights growing concerns around AI misuse in advertising and the lack of consent in using celebrity images. As technology advances, such cases are becoming more frequent.
While the brand gained attention, it also faced criticism, showing that viral marketing can sometimes backfire when authenticity is questioned.
