Celebrities Trademark Identity to Fight AI Deepfakes
Stars such as Taylor Swift, Matthew McConaughey, and Jeremy Clarkson are taking steps to protect their identities by filing trademarks for their catchphrases, vocal snippets, and likenesses, aiming to prevent unauthorized AI-generated deepfakes. This approach seeks to fill the void in copyright legislation concerning AI creations. Swift registered trademarks in April 2026 for her expressions “Hey, it’s Taylor” and “Hey, it’s Taylor Swift,” along with a visual from her Eras Tour. Meanwhile, McConaughey obtained eight trademarks, featuring a motion mark of him beside a Christmas tree and a sound mark of “All right, all right, all right.” After facing misrepresentation in 2024, Clarkson trademarked his facial image. These trademarks have yet to be tested in court, prompting questions about their usage.
Key facts
- Taylor Swift registered sensory trademarks for her spoken phrases 'Hey, it’s Taylor' and 'Hey, it’s Taylor Swift' in late April 2026.
- Matthew McConaughey was granted eight trademarks for his face, voice, and catchphrases, including a sound mark of 'All right, all right, all right'.
- Jeremy Clarkson trademarked an image of his face after fake AI social media posts in 2024 depicted him endorsing cryptocurrency.
- Trademark infringement is based on 'likelihood of confusion', a lower standard than copyright's 'substantial similarity'.
- Copyright law struggles with AI deepfakes because outputs are synthesized from multiple sources and may not be substantially similar to any original work.
- U.S. publicity rights are state-based and vary in scope, while trademarks are federal.
- These celebrity trademarks have not yet been tested in court.
- The strategy is a response to generative AI's ability to create deepfakes and voice clones.
Entities
Artists
- Taylor Swift
- Matthew McConaughey
- Jeremy Clarkson
Locations
- United States
- Australia