Abstract

The development of Artificial Intelligence (AI) technology has had a significant impact on various fields, including social media and the entertainment industry. One innovation that has sparked controversy is voice cloning, which is the digital imitation of public figures' voices without the consent of the voice owners. This phenomenon is becoming increasingly prevalent on social media in the form of songs or audio-visual content that resembles the voices of public figures, thereby posing legal, economic, social, and ethical risks. This study aims to identify the risks faced by public figures and content uploaders due to the use of AI-based voice cloning, as well as to analyze the legal protections available under Indonesia's legal system. The research method used is a normative legal approach, combining legislative analysis and literature review. The research findings indicate that for public figures, the risks include violations of moral and economic rights, defamation, and loss of control over their personal image. Meanwhile, for content uploaders, the risks include civil and criminal liability, administrative sanctions from digital platforms, loss of credibility, and ethical consequences. Current legal protection refers to the Copyright Law, the Electronic Information and Transactions Law, the Personal Data Protection Law, the Criminal Code, and other related regulations, which are applied both preventively and repressively. However, there are no explicit regulations regarding the right of publicity and the recognition of voice as part of legally protected identity, so more adaptive regulatory updates are needed to keep pace with technological developments in the digital age.