Matthew McConaughey has taken significant steps to safeguard his likeness in the era of artificial intelligence, filing trademark applications to prevent unauthorized use by AI companies. So far, the US Patent and Trademark Office has approved eight of these trademarks, as reported by the Wall Street Journal. Notably, the trademarks cover video and audio clips featuring McConaughey in various poses and expressions, including one memorable clip of him standing on a porch and another capturing his iconic catchphrase, “alright, alright, alright,” from the cult classic film Dazed and Confused.
While existing laws already prohibit the unauthorized use of an individual’s likeness for commercial purposes, McConaughey’s proactive approach stems from the ambiguous regulations surrounding AI and digital likenesses. His attorney, Kevin Yorn, acknowledges that there is uncertainty regarding how courts might rule if a challenge arises against these trademarks. Nonetheless, McConaughey and his legal team are optimistic that the potential threat of legal action will deter companies from exploiting his likeness in AI applications.
The surge of interest in AI has prompted many actors, including McConaughey, to seek protective measures. This issue played a critical role in the negotiations between SAG-AFTRA and Hollywood studios during the labor union’s strike in 2023, highlighting the broader concerns among performers about safeguarding their identities.
Despite these protective measures, McConaughey maintains a positive outlook towards AI. He has invested in ElevenLabs and has partnered with the startup to develop a Spanish version of his newsletter. In a statement to the Journal, he emphasized his desire to ensure that any use of his voice or likeness is done with his explicit consent. “We want to create a clear perimeter around ownership with consent and attribution the norm in an AI world,” he expressed.
McConaughey’s proactive steps signify a broader trend among creatives seeking to navigate the evolving landscape of digital technology, ensuring that their rights are respected while also exploring innovative partnerships.