In a landmark move that signals how intellectual property law is rapidly adapting to the rise of artificial intelligence, Matthew McConaughey recently secured eight federal trademarks from the U.S. Patent and Trademark Office to protect his voice, likeness, and signature expressions from unauthorized AI-generated use, according to reporting by The Wall Street Journal. At a time when AI tools can replicate voices, faces, and mannerisms with startling accuracy, McConaughey’s decision reflects a growing recognition that traditional legal protections may no longer be sufficient on their own.
This strategy goes beyond celebrity branding; it represents a forward-looking approach to identity as intellectual property. By registering specific audio and video elements as trademarks, McConaughey positioned himself to enforce his rights in federal court and deter unauthorized AI uses before they become widespread. For Los Angeles-based creators, entertainers, influencers, and businesses, this move offers a powerful lesson: in the age of generative AI, proactive trademark protection may be one of the most effective tools for controlling how your name, voice, and image are used, licensed, or monetized.
As AI technology continues to blur the line between authentic content and synthetic imitation, McConaughey’s trademark strategy provides a real-world blueprint for protecting personal brands and business identities, before misuse occurs. His approach highlights how trademarks can complement existing publicity and copyright laws, giving creators and companies stronger, more flexible enforcement options in an increasingly AI-driven marketplace.
The McConaughey Approach
McConaughey’s trademarks cover video and audio clips including him standing on a porch, sitting in front of a Christmas tree, and saying his signature catchphrase from Dazed and Confused. But why trademarks instead of relying on existing protections?
While state rights-of-publicity laws already protect actors and celebrities from having their image or likeness ripped off to sell products, McConaughey’s legal team pursued the novel trademark strategy, so he has standing to sue in U.S. federal courts if needed. This federal jurisdiction is crucial because it provides clearer leverage and broader enforcement capabilities than state-by-state publicity rights.
Why This Matters for Los Angeles Brands
The entertainment capital is ground zero for both AI innovation and the unauthorized use of celebrity likenesses. While current U.S. law offers state right of publicity protections that make it illegal to commercialize a person’s likeness without consent, enforcement and scope vary by jurisdiction, whereas trademark protections operate under federal intellectual property law.
For Los Angeles-based celebrities, influencers, and business owners, McConaughey’s strategy demonstrates how trademarks can serve as both shield and sword against AI exploitation.
Practical Steps for Brand and IP Protection
Here are some practical steps you can take to protect your brand and IP:
- Document Your Brand Elements: Just as McConaughey trademarked specific video clips and audio recordings, identify the unique elements of your brand, such as catchphrases, signature gestures, distinctive visual presentations, or voice characteristics that audiences associate with you.
- File Federal Trademarks: Work with an intellectual property attorney to file trademark applications with the USPTO. These should cover the specific elements you want to protect, whether that’s audio, video, phrases, or visual representations.
- Act Proactively, Not Reactively: McConaughey’s attorneys said the trademarks are meant to deter misuse more broadly, including AI videos that aren’t explicitly selling anything. In effect, they are taking a proactive rather than reactive approach to IP protection.
- Consider the Dual Purpose: Trademarks don’t just protect against misuse; they also give you control over authorized AI applications. McConaughey himself partnered with AI voice company ElevenLabs to create authorized content, demonstrating how these protections enable you to monetize legitimate AI opportunities while blocking unauthorized use.
- Monitor and Enforce: Trademark protection requires vigilance. Implement monitoring systems to detect unauthorized use of your likeness online and be prepared to enforce your rights through cease-and-desist letters or federal litigation when necessary.
The Road Ahead
McConaughey’s lawyer acknowledged uncertainty about how courts will ultimately rule, stating that they have to at least test this approach, according to the WSJ article. While the legal framework is still evolving, taking proactive steps now positions you advantageously as courts establish precedents.
For Los Angeles brands and public figures, the message is clear: in the age of AI, your identity is intellectual property that requires active protection. McConaughey’s trademark strategy offers a blueprint for defending what makes you uniquely you, before AI technology makes that distinction increasingly difficult to maintain.
Have Questions? Speak with a Knowledgeable Los Angeles IP Attorney
As artificial intelligence continues to reshape how content is created, distributed, and replicated, protecting your name, likeness, voice, and brand identity has never been more critical. Whether you are a public figure, content creator, entrepreneur, or business owner in Los Angeles, waiting until misuse occurs can significantly limit your legal options. Proactive intellectual property planning is now essential to maintaining control, preserving brand value, and preventing unauthorized AI exploitation.
At Omni Legal Group, our experienced Los Angeles intellectual property attorneys work closely with clients across entertainment, technology, media, and emerging industries to develop forward-thinking IP strategies. We help identify protectable brand elements, evaluate trademark and publicity-rights options, and implement legal frameworks that deter misuse while allowing for legitimate licensing and monetization opportunities. Our team understands the rapidly evolving intersection of AI, branding, and intellectual property law and how to protect your rights in both California and federal courts.
If you have questions about safeguarding your brand, enforcing your rights, or preparing for AI-related risks, now is the time to speak with trusted legal counsel. Contact Omni Legal Group today to schedule a confidential consultation with a skilled Los Angeles trademark lawyer who can help you take control of your intellectual property before problems arise.
Call 855.433.2226 to speak with our legal team and learn how Omni Legal Group can help you protect what makes your brand uniquely yours, today and in the future.