As generative AI tools become increasingly adept at cloning voices, faces and even mannerisms, celebrities are confronting a new frontier of identity protection. For years, the primary legal shield for famous individuals has been a patchwork of state right-of-publicity laws, robust in some states, weaker in others, and often ill-equipped to address digital impersonation that spreads globally in seconds.
Against this backdrop, Matthew McConaughey’s recent decision to trademark key elements of his voice and image marks a significant and novel legal strategy. Over the past several months, McConaughey’s legal team has successfully secured eight federal trademark registrations designed to deter unauthorized AI-generated versions of his identity from being used.
What McConaughey Filed—and Why It Matters
According to U.S. trademark records, McConaughey’s filings include:
- A sound mark capturing his iconic “Alright, alright, alright!”— complete with a formal USPTO description detailing pitch and cadence.
- Audio recordings of other well-known phrases such as “Just keep livin’, right?” and additional short vocal expressions.
- Video clips featuring distinct gestures and visual identifiers, essentially “motion marks” based on his likeness.
These trademarks were filed beginning in 2023, with registrations granted in late 2025 and early 2026.
Although there are existing laws that protect celebrities from commercial use of their images without consent, the move to trademark other aspects of one’s persona creates new enforcement pathways, particularly in federal court under the Lanham Act. McConaughey’s attorneys describe this as creating a “clear perimeter around ownership” in an AI landscape where boundaries are increasingly blurred.
Why Trademarks?
Trademark law is traditionally designed to protect consumers against confusion about the source of goods and services. So, using trademark law to guard a human identity is unconventional, and in some ways imperfect.
Legal scholars have noted that trademarks were never intended to cover an entire persona, and courts have historically rejected attempts to stretch them this far. One expert even called the approach “the wrong tool” for tackling the problem of AI clones.
Yet, that’s exactly why McConaughey’s tactic is so interesting: He is effectively reframing himself as a commercial source identifier.
In practice, this allows his team to argue that an AI-generated imitation of his voice or image could confuse consumers into thinking he endorsed a product or service.
Trademark registrations also offer clear procedural advantages:
- Presumptions of validity
- Deterrence
- Federal jurisdiction
- Stronger cease-and-desist leverage
What Public Figures Should Be Doing Now
For clients evaluating how to protect their own voice, likeness or persona from unauthorized AI use, we recommend:
- Conduct an IP Identity Audit: Identify phrases, gestures, vocal expressions and other elements that could serve as protectable marks.
- Explore Trademark Strategies: Not every element of a persona will qualify, but distinct audio or visual identifiers often can.
- Strengthen Publicity Rights: Ensure existing rights are enforced and updated, especially in jurisdictions with new AI statutes.
- Monitor AI Models and Online Use: Active monitoring is essential for catching unauthorized uses early.
- Develop a Rapid Response Plan: Deploy cease and desist actions, DMCA takedowns and trademark claims strategically.
Matthew McConaughey’s trademark filings are more than just a clever legal maneuver; they signal a new era in how celebrities may need to think about protecting their identities. As AI technology accelerates, traditional publicity laws may not be enough. Trademarks offer a promising, albeit imperfect, way to extend protection into the federal arena, giving public figures stronger tools to combat digital impersonation.
At Greenspoon Marder, we are closely watching these developments and advising clients on how to adapt their intellectual property strategies for an AI-driven world. If you’d like to explore how to safeguard your own identity against AI misuse, our Intellectual Property team is here to help.
