Matthew McConaughey trademarks iconic phrase to stop AI misuse (www.bbc.com)

Matthew McConaughey has taken a significant step to protect his likeness and voice from unauthorized use by artificial intelligence (AI) by trademarking his iconic catchphrase "alright, alright, alright," along with other aspects of his image. This move marks a pioneering effort in Hollywood, as it is reportedly the first time an actor has leveraged trademark law specifically to defend against AI misuse. McConaughey's legal team aims to establish boundaries around ownership and consent, emphasizing the need for creators to control how their likeness is utilized in an increasingly AI-driven landscape. The implications of this trademark extend beyond McConaughey himself, as AI-generated content, like deepfakes, continues to pose risks and missed licensing opportunities for celebrities. As more stars experience unauthorized exploitation of their likenesses, legal experts predict that this strategy may inspire others in the entertainment industry to follow suit. While McConaughey is not opposed to generative AI—having previously partnered with an AI voice modeling company—his actions highlight the urgent need for creatives to define their rights in a rapidly evolving technology landscape. This legal precedent could shape future discussions and frameworks around consent and attribution in AI applications.