Matthew McConaughey Registers Trademarks to Shield Image and Voice from AI Exploitation

Oscar-winning actor Matthew McConaughey has officially trademarked his image, voice, and signature catchphrase to protect them from unauthorized use by artificial intelligence (AI) platforms. This move marks the first known instance of an actor leveraging trademark law specifically to guard their likeness against AI misuse.

The trademarks include clips featuring McConaughey’s famous phrase "alright, alright, alright" from the 1993 film Dazed and Confused, now registered with the United States Patent and Trademark Office. According to the Wall Street Journal, this legal strategy is designed to prevent AI companies and others from exploiting his persona without permission.

McConaughey’s legal team told the WSJ they have not yet identified any instances of his likeness being manipulated by AI but are proactively establishing a legal framework to address potential unauthorized uses. Kevin Yorn, one of McConaughey’s attorneys, explained to AFP that beyond protection, the trademarks could help "capture some of the value that is being created with this new technology."

In a statement emailed to the WSJ, McConaughey emphasized the importance of consent and control over his image and voice, saying, "My team and I want to know that when my voice or likeness is ever used, it's because I approved and signed off on it. We want to create a clear perimeter around ownership with consent and attribution the norm in an AI world."

The trademarks were registered through the commercial arm of the Just Keep Livin Foundation, a nonprofit organization founded by McConaughey and his wife Camila. This approach highlights a novel intersection of celebrity rights management and nonprofit commercial activity.

Alina Trapova, an assistant professor specializing in copyright law at University College London, confirmed to the BBC that this is likely the first time an actor has used trademark law in this manner to counter AI-related risks. Trapova, who has researched copyright and AI for over eight years, noted that unauthorized AI-generated likenesses pose both reputational risks and missed licensing opportunities for celebrities.

"Celebrities are experimenting with different forms of protection as unauthorized commercialization of their likeness in the form of deepfakes becomes more and more challenging in the age of AI," Trapova said.

McConaughey also holds an investment stake in ElevenLabs, a company specializing in AI voice modeling. The actor has authorized the creation of an AI-generated audio version of himself through this partnership, demonstrating a controlled use of AI technology.

Dr. Sandra Wachter, professor of technology and regulation at the University of Oxford, commented that McConaughey’s trademark strategy could set a precedent for others in creative industries. "It is simple for companies to take your work and train a model to do your job. It is comparatively difficult for you to protect your work in the first place," she told the BBC.

The issue of unauthorized AI use of celebrity likenesses has gained prominence recently. In 2024, Scarlett Johansson publicly expressed shock and anger after OpenAI launched a chatbot featuring a voice strikingly similar to hers. Although OpenAI removed the voice, it maintained that it was not intended as an imitation of the actress.

McConaughey’s proactive trademark filings represent a pioneering legal effort to establish clear ownership and consent frameworks in an era where AI-generated synthetic media increasingly challenges traditional intellectual property protections.