Manchu Vishnu Calls for Permanent System to Tackle AI Deepfakes

Movie Artistes Association president Manchu Vishnu has expressed concern over a recent AI deepfake incident, saying it should not be treated as an isolated case but as a warning about the growing misuse of technology. Referring to actor Ram Pothineni’s suggestion of Aadhaar-linked accountability for online identities, Vishnu said the idea deserves serious discussion. He stressed that freedom of expression must be protected, but anonymity should not be used to harass, defame or deliberately harm individuals. He also raised concerns over targeted negative campaigns against films and filmmakers before their releases, saying coordinated efforts to damage a film before audiences watch it cannot be equated with genuine criticism.

Vishnu said audiences should be allowed to decide the fate of films after watching them. He pointed to concerns involving targeted campaigns, fan-group conflicts and accounts allegedly misusing actors’ photographs and identities. He also cited the Paradise team’s decision to approach a court seeking protection against allegedly defamatory content before its release. Calling for a broader industry response, Vishnu urged the Telugu Film Chamber, Producers Council, MAA and other stakeholders to establish a permanent mechanism to tackle AI deepfakes, impersonation, coordinated malicious campaigns and online sabotage. He said competition between films should remain healthy and concluded that audiences, rather than organised campaigns, should decide a film’s success or failure.