A fresh legal strategy is emerging among top entertainers as concerns grow over how artificial intelligence can replicate voices and likenesses without consent. Taylor Swift has become the latest high-profile figure to pursue this approach, filing new trademark applications aimed at safeguarding key elements of her identity.

The filings, submitted on April 24 through her company TAS Rights Management to the United States Patent and Trademark Office, include two sound-based trademarks. Both center on short spoken phrases associated with the artist: “Hey, it’s Taylor Swift” and “Hey, it’s Taylor.” A third application focuses on a specific visual depiction of the singer—capturing her holding a pink guitar on a brightly lit stage in a distinctive outfit.

Legal observers say the move reflects mounting anxiety across the entertainment industry about AI-generated content. Intellectual property attorney Josh Gerben, who first noted the filings, pointed out that artists are increasingly seeking ways to prevent unauthorized use of their voice and likeness in synthetic media.

Traditionally, trademark law has not been designed to protect a person’s general identity. However, this evolving strategy builds on a theory already tested by Matthew McConaughey. His legal team successfully secured multiple trademarks in 2025, including rights to his iconic “Alright, alright, alright!” line from Dazed and Confused, along with audio and video elements tied to his persona.

The idea is to complement existing “right of publicity” laws—which vary by state—with federal trademark protections that can be enforced nationwide. This broader reach could offer celebrities a stronger legal tool against misuse, especially in the fast-moving AI landscape.

Swift’s concerns are not hypothetical. Her likeness has already appeared in unauthorized AI-generated material, including manipulated images and chatbot outputs tied to platforms like Meta. During the 2024 U.S. election cycle, Donald Trump also circulated AI-generated images falsely suggesting the singer’s endorsement.

U.S. Patent & Trademark Office
According to Gerben, trademarking distinctive phrases and visuals could allow Swift to argue that AI-generated imitations infringe on registered marks. This would potentially open the door to takedown actions similar to copyright enforcement.

Such tactics are beginning to surface elsewhere. In late 2025, Disney issued a cease-and-desist notice to Google over AI-generated content involving its characters on the Gemini platform—an action that quickly led to the removal of the disputed material.

While the “trademark yourself” strategy has yet to be fully tested in court in relation to AI, legal experts see it as an early attempt to adapt existing laws to new technological realities. Swift and McConaughey’s filings may ultimately help define how identity rights are enforced in an era where digital replicas are becoming increasingly indistinguishable from the real thing.