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Global pop star Taylor Swift has moved to safeguard her identity against the growing threat of artificial intelligence misuse, filing multiple trademark applications that could expand legal protections over her voice and likeness.
On Friday, April 24, Swift's company, TAS Rights Management, submitted three trademark applications to the US Patent and Trademark Office, as per Variety. Two filings relate to sound trademarks tied to her voice, specifically the phrases "Hey, it's Taylor Swift," and "Hey, it's Taylor." A third application covers a detailed visual depiction, "a photograph of Taylor Swift holding a pink guitar, with a black strap and wearing a multi-colored iridescent bodysuit with silver boots. She is standing on a pink stage in front of a multi-colored microphone with purple lights in the background," as per Deadline. The filings were first identified by intellectual-property attorney Josh Gerben of Gerben IP, who noted that such moves reflect mounting concern within the entertainment industry about AI's ability to replicate artists without consent. Historically, trademark law has not been designed to protect an individual's general voice or likeness. However, this emerging strategy, also pursued by actor Matthew McConaughey, seeks to create additional legal avenues beyond traditional right-of-publicity claims. Trademark infringement cases can be filed in federal court, potentially offering broader enforcement compared to state-level protections. Swift's decision follows multiple instances where her likeness has allegedly been used without permission, including AI-generated content on social media platforms and explicit deepfakes circulating online. During the 2024 US presidential election cycle, AI-generated images falsely suggested that Swift had endorsed Donald Trump, as per Variety. McConaughey's legal team successfully secured similar protections in 2025, including a sound trademark for his iconic "Alright, alright, alright!" line. Lawyers backing this approach argue it adds "an additional legal arrow in their quiver" when challenging unauthorised AI-generated replicas, as per Variety. In a blog post, Gerben explained the potential implications, "Theoretically, if a lawsuit were to be filed over an AI using Swift's voice, she could claim that any use of her voice that sounds like the registered trademark violates her trademark rights." He added that the visual filing "serves a similar purpose," potentially strengthening claims against manipulated images. The approach remains largely untested in court in the context of AI. However, it could allow artists to issue takedown requests against platforms in a manner similar to copyright enforcement. "Ultimately, Taylor Swift and Matthew McConaughey's recent trademark filings are testing new theories on how trademark law will work in the AI age," Gerben wrote. Separately, Swift is facing a legal challenge from Las Vegas performer Maren Wade, who alleges that Swift's 2025 album "The Life of a Showgirl" infringes her trademark. (ANI)
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