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As AI-generated voices and deepfake videos flood the internet, Matthew McConaughey is taking an unusual — and potentially precedent-setting — step to protect his identity.
First reported by The Wall Street Journal, the Oscar-winning actor has trademarked key elements of his persona, including his voice, likeness and short video clips of himself speaking, in an effort to stop unauthorized AI impersonations before they happen.
It’s a move that highlights how unprepared current laws are for the generative AI era — and why celebrities, creators and everyday users may soon need new tools to protect their digital identities.
What exactly did McConaughey trademark?
According to a report from The Wall Street Journal, McConaughey has secured eight trademarks approved by the U.S. Patent and Trademark Office. These trademarks cover:
- Audio recordings of his voice, including his iconic “Alright, alright, alright”
- Short video clips of him speaking or staring into the camera
- Elements of his name and persona are tied to commercial use
The idea isn’t to stop parody or commentary. Instead, McConaughey’s legal team plans to use trademark law as a federal enforcement tool against AI-generated content that uses his likeness or voice without permission.
So far, there doesn't seem to be any public evidence of McConaughey being targeted by a viral deepfake. This is a pre-emptive move, designed to draw clear legal boundaries before AI misuse becomes a problem.
Why trademark law — and why now?
Most AI impersonation cases today fall under right-of-publicity laws, which vary by state and are often slow, expensive and difficult to enforce online.
Trademark law, by contrast, offers a few advantages:
- It’s federal, not state-by-state
- It allows faster legal action
- It’s already well understood by courts
By treating his identity as a brand asset, McConaughey is effectively saying: If AI tools can commercialize me, I can legally protect myself like a product.
How effective this approach will be in court remains to be seen, particularly as it applies to generative AI. If it works, though, it could point to a new way for public figures — and even influencers — to protect their digital identities.
Interestingly, McConaughey isn’t rejecting AI altogether
McConaughey has actually partnered with AI voice startup ElevenLabs — where he’s also an investor — to produce authorized synthetic Spanish versions of his newsletter. That distinction is key: the issue isn’t AI generation itself, but who controls it.
This mirrors a growing trend across Hollywood and the tech world. Actors like Tom Hanks and Scarlett Johansson have publicly warned about AI impersonation, while record labels and studios are pushing for clearer consent rules around training data and voice cloning.
In other words, McConaughey’s move isn’t about shutting down AI. He just wants to remain in control of licensing and attribution.
Why this matters for everyday AI users
Even if you’re not a celebrity, this story has real implications. AI voice cloning tools are becoming easier to access, cheaper to use and harder to detect. That raises serious questions about:
- Voice scams and impersonation fraud
- Unauthorized AI content on social media
- Who owns your digital likeness once it’s online
McConaughey’s approach suggests that identity protection may shift from reactive takedowns to proactive ownership — especially as AI tools continue to blur the line between real and synthetic content.
The takeaway
Lawmakers are still debating broader protections, including proposals like the No Fakes Act, which would give individuals stronger rights against unauthorized digital replicas. But progress has been slow.
Until then, celebrities experimenting with trademark law may shape how courts interpret AI misuse — and how platforms design future safeguards.
Whether McConaughey’s strategy becomes a legal standard or a one-off experiment remains to be seen. As AI tools grow more powerful, what McConaughey is doing might not stay confined to Hollywood for long.
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