Hybrid Digital Replication Rights
Recalibrating Identity Protection in the Indonesian Legal System through the Perspective of Lex AI
DOI:
https://doi.org/10.24252/al-risalah.vi.66572Keywords:
Digital Replication Right, AI Identity Replication, Personality Rights, Lex AI Governance, Indonesian AI RegulationAbstract
Modern AI systems are increasingly capable of replicating a person’s voice, facial resemblance, body movements, and behavior without the consent of the subject in question. Existing legal frameworks—including privacy laws, copyright laws, and publicity rights—provide only partial protection and are not yet sufficient to address AI-based identity duplication. In Indonesia, the absence of explicit provisions in Law No. 27 of 2022 on Personal Data Protection and the Copyright Law regarding synthetic personas creates a legal gap that could lead to uncertainty as well as economic and reputational harm to individuals. This article analyzes the legal implications of identity replication enabled by AI and, for the first time, introduces the concept of Hybrid Digital Replication Rights (DRR) as a new legal framework for digital identity protection. Unlike traditional production-based approaches in intellectual property law, DRR adopts replication-based protection, which is triggered when synthetic outputs bear substantial resemblance to identifiable individuals and pose a risk of tangible harm. DRR is designed with limited economic components valid for the duration of a person’s lifetime plus seventy years, as well as a non-transferable moral core rooted in the principle of human dignity. Referring to Lex AI’s theory of Private Ordering by Design, this article asserts that identity protection must be integrated into the technical architecture of AI systems. Thus, this article makes a conceptual contribution by formulating DRR as a normative–technical legal framework within the context of the Indonesian legal system.
References
American Bar Association. (2025). The ELVIS Act: New Law Addresses the Impact of AI on the Music Industry. ABA Section of Litigation.
Chesney, R., & Citron, D. K. (2019). Deep fakes: A looming challenge for privacy, democracy, and national security. California Law Review, 107, 1753–1819.
Citron, D. K. (2022). The fight for privacy: Protecting dignity, identity, and love in the digital age. W. W. Norton.
Delfino, R. (2022). Deepfakes on social media: A legal analysis. Computer Law & Security Review, 44, 105643.
Dogan, S. L., & Lemley, M. A. (2006). What the right of publicity can learn from trademark law. Stanford Law Review, 58(4), 1161–1205.
Drahos, P. (1996). A philosophy of intellectual property. Dartmouth.
Elkin-Koren, N., & Chagal-Feferkorn, K. (2024). Lex AI: Private Ordering by Design. Berkeley Technology Law Journal.
European Parliament and Council. (2024). Regulation (EU) 2024/1689 (Artificial Intelligence Act). Official Journal of the European Union, L 2024/1689.
Fisher, W. W. (2001). Theories of intellectual property. In S. Munzer (Ed.), New essays in the legal and political theory of property (pp. 168–199). Cambridge University Press.
Franks, M. A., & Waldman, A. E. (2023). Sex, lies, and deepfakes: The need for federal legislation. Harvard Journal of Law & Technology, 36(1), 1–45.
Gervais, D. J. (2024). The Human Cause: The Right to Identity in the Age of Generative AI. Journal of Intellectual Property Law & Practice.
Guadamuz, A. (2022). Artificial intelligence and copyright: Ownership and authorship revisited. WIPO Journal, 13(2), 1–15.
Hidayat, A. S. (2025). Tanggung Jawab Hukum Terhadap Konten Deepfake Berdasarkan UU ITE Terbaru. Jurnal Hukum & Pembangunan (UI).
Kim, H.-Y. (2019). Protection of celebrity image rights under Korean law. Korea University Law Review, 26, 1–30.
Lee, E. (2025). The Right to Identity in the Age of Generative AI: From Property to Dignity. Chicago-Kent Law Review.
Lemley, M. A. (2005). Property, intellectual property, and free riding. Texas Law Review, 83, 1031–1075.
Lisaldy, F. (2024). Lex AI: Solution for Governance of Artificial Intelligence in Indonesia. DiH Jurnal Ilmu Hukum, 19(1).
Madow, M. (1993). Private ownership of public image: Popular culture and publicity rights. California Law Review, 81(1), 127–240.
McCarthy, J. T. (2023). The rights of publicity and privacy (2nd ed.). Thomson Reuters.
Midler v. Ford Motor Co., 849 F.2d 460 (9th Cir. 1988).
Pagallo, U. (2025). The Design of Lex AI: From Ethics to Algorithmic Law. Law, Innovation and Technology Journal.
Quintais, J. P. (2025). Generative AI, Copyright, and the AI Act. Computer Law and Security Review, Vol. 56.
Republik Indonesia. (2008). Undang-Undang Nomor 11 Tahun 2008 tentang Informasi dan Transaksi Elektronik.
Republik Indonesia. (2014). Undang-Undang Nomor 28 Tahun 2014 tentang Hak Cipta.
Republik Indonesia. (2022). Undang-Undang Nomor 27 Tahun 2022 tentang Pelindungan Data Pribadi.
Republik Indonesia. (2024). Undang-Undang Nomor 1 Tahun 2024 tentang Perubahan Kedua atas Undang-Undang Nomor 11 Tahun 2008 tentang Informasi dan Transaksi Elektronik.
Rothman, J. E. (2024). NO FAKES Act Introduced in Senate: A Federal Right of Publicity for the AI Era. Rothman’s Roadmap to the Right of Publicity.
Samuelson, P. (1986). Allocating ownership rights in computer-generated works. University of Pittsburgh Law Review, 47, 1185–1228.
Shtefan, A. (2024). The Digital Replication Right as the Element of the Right of Publicity in the AI Age. SSRN/ResearchGate.
Solove, D. J. (2008). Understanding privacy. Harvard University Press.
Susanto, A. B. (2025). Harmonization of national laws with global AI governance. Jurnal Kertha Patrika (Unud).
U.S. Senate. (2024). Nurture Originals, Foster Art, and Keep Entertainment Safe (NO FAKES) Act.
Whitman, J. Q. (2004). The two Western cultures of privacy: Dignity versus liberty. Yale Law Journal, 113, 1151–1221.
White v. Samsung Electronics America, Inc., 971 F.2d 1395 (9th Cir. 1992).
Zacchini v. Scripps-Howard Broadcasting Co., 433 U.S. 562 (1977).
Zech, H. (2025). Personality Rights and AI-Generated Content: A European Perspective. IIC - International Review of Intellectual Property and Competition Law.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Marcellius Kirana Hamonangan, Ariawan Gunadi
This work is licensed under a Creative Commons Attribution 4.0 International License.
