Matthew McConaughey Trademarks Likeness to Fight AI

In a forward-thinking move to protect his identity in the digital age, Matthew McConaughey has secured federal trademark approval for eight specific likenesses. The approvals, granted by the US Patent and Trademark Office, cover video and audio clips that could potentially be exploited by artificial intelligence systems.

The trademarks represent a proactive legal strategy designed to create a clear perimeter around the actor's digital ownership. By officially registering these specific moments—including his iconic catchphrase—McConaughey aims to establish a legal foundation that deters unauthorized use before it occurs, rather than relying solely on reactive litigation.

The trademark registrations target very specific, recognizable moments from McConaughey's public persona. According to official filings, these include video footage of the actor staring, smiling, and talking in various contexts.

Two particularly notable registrations include:

• A video clip featuring McConaughey standing on a porch
• An audio recording of his signature phrase 'alright, alright, alright'

These specific registrations transform abstract concepts of 'likeness' into concrete, legally protected assets. Kevin Yorn, McConaughey's attorney, acknowledges that the legal landscape remains uncertain. While existing law already prohibits companies from stealing someone's likeness for commercial purposes, the nebulous rules surrounding AI usage created the need for this preemptive approach.

The current legal framework struggles to address the rapid evolution of artificial intelligence technology. Traditional right-of-publicity laws were written for a different era, making enforcement challenging when dealing with AI-generated content that may not constitute traditional commercial use.

McConaughey's legal team hopes that the threat of a lawsuit will serve as a powerful deterrent, even while admitting they cannot predict how courts would rule if the trademarks were challenged. This strategy reflects a broader industry trend where entertainment professionals are seeking to establish legal precedents before problematic precedents are set by bad actors.

We want to create a clear perimeter around ownership with consent and attribution the norm in an AI world.

McConaughey's personal initiative mirrors a systemic industry struggle that has been brewing for years. Since artificial intelligence technology exploded into mainstream consciousness, actors have been actively seeking ways to protect their voices, likenesses, and performances from unauthorized digital replication.

This concern became a central issue during the 2023 SAG-AFTRA strike, where the labor union negotiated with Hollywood studios to establish guardrails around AI usage. The fact that McConaughey is taking individual action while also participating in collective industry efforts demonstrates the multi-layered approach required to address this technological challenge.

Contrary to positioning himself as an opponent of artificial intelligence, McConaughey has embraced the technology through strategic investments and partnerships. He is an investor in ElevenLabs, a prominent AI startup, demonstrating his belief in the technology's potential when used responsibly.

His collaboration with ElevenLabs includes creating a Spanish-language version of his newsletter, showing how AI can be leveraged to expand reach and accessibility. This dual approach—protecting against unauthorized use while embracing authorized applications—represents a nuanced position that many in the entertainment industry are adopting.

I just want to make sure that if my voice or likeness is ever used, it's because I approved and signed off on it.

Matthew McConaughey's trademark strategy represents a new frontier in personal brand protection in the AI era. While the legal effectiveness of these trademarks remains untested in court, they establish a clear declaration of ownership that could influence how other public figures approach digital rights management.

The outcome of this approach may set important precedents for how intellectual property law evolves to address artificial intelligence. As AI technology continues to advance, the entertainment industry will be watching closely to see whether proactive trademark registration becomes the standard for protecting digital identity.