Matthew McConaughey is taking active steps to prevent unauthorized artificial intelligence use of his voice and image amid rising concerns in Hollywood about AI-generated talent. Over recent months, the 56-year-old actor has secured eight trademark approvals from the U.S. Patent and Trademark Office (USPTO), aiming to stop AI applications or individuals from replicating his likeness or voice without consent.
Among these trademarks is his well-known line from the movie Dazed and Confused, “Alright, alright, alright.” McConaughey filed for this trademark in December 2023, and it received approval two years later, as noted in documents reviewed by Entertainment Weekly.
Purpose Behind Trademarking Iconic Phrases and Likeness
McConaughey emphasized the importance of control over his image and voice in an increasingly AI-driven world. In an email to the Wall Street Journal, he stated,
“My team and I want to know that when my voice or likeness is ever used, it’s because I approved and signed off on it. We want to create a clear perimeter around ownership with consent and attribution the norm in an AI world.”
His attorney, Jonathan Pollack, explained how these trademarks equip them with legal tools to act swiftly against misuse. Pollack told the Wall Street Journal,
“In a world where we’re watching everybody scramble to figure out what to do about AI misuse, we have a tool now to stop someone in their tracks or take them to federal court.”
Broader Concerns over AI Deepfakes in the Entertainment Industry
While McConaughey’s team has no indication that his likeness has yet been manipulated by AI, other celebrities have encountered challenges involving deepfake technology. Last year, a 66-year-old woman was reportedly defrauded of over $80,000 through gift cards, cash, and bitcoin after scammers used AI-generated videos of General Hospital actor Steve Burton.
The rise of AI in entertainment has fueled apprehension among actors and creatives, especially as new forms of synthetic performers emerge. This unease was a driving factor behind the 2023 SAG-AFTRA strike, which included disputes about AI’s role in replicating actors’ appearances and performances. The following year, SAG-AFTRA members working on video games also struck primarily over AI-related concerns.
AI-Generated Talent Sparks Industry Debate and Union Rejection
The growing presence of AI in media extended to the creation of virtual actors, such as Tilly Norwood, an AI-generated character whose representation by Hollywood agencies recently made headlines. SAG-AFTRA openly condemned any agency attempting to sign Norwood, making a strong statement against synthetic performers.
“To be clear, ‘Tilly Norwood’ is not an actor, it’s a character generated by a computer program that was trained on the work of countless professional performers — without permission or compensation,”
said the union. They added,
“It has no life experience to draw from, no emotion and, from what we’ve seen, audiences aren’t interested in watching computer-generated content untethered from the human experience. It doesn’t solve any ‘problem’ — it creates the problem of using stolen performances to put actors out of work, jeopardizing performer livelihoods and devaluing human artistry.”
Implications for Artists and the Entertainment Landscape
Matthew McConaughey’s move to trademark his phrases and image highlights Hollywood’s increasing need for clear legal frameworks amid AI’s rapid development. These protections aim to ensure that artists maintain ownership and control over their creative identities as AI technologies evolve and proliferate.
The industry’s response to AI misuse will likely influence future negotiations and policies, particularly within talent unions like SAG-AFTRA. As AI-generated content continues to raise ethical and economic questions, McConaughey’s actions set a precedent for artists seeking to safeguard their rights in a transforming media environment.
