Oscar-winning actor Matthew McConaughey has taken a proactive step to protect his famous catchphrase and likeness from unauthorised use by artificial intelligence (AI). The star of Dazed and Confused has recently secured eight separate trademark approvals from the US Patent and Trademark Office, including film clips and an audio recording of him uttering the iconic line “All right, all right, all right.”
In a statement, McConaughey explained his motivation behind this move, saying, “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.”
The issue of AI-generated images and content featuring performers has been a growing concern in the entertainment industry. As early as 2023, Tom Hanks warned fans about his likeness appearing in a dental-plan ad without his cooperation or permission. More recently, the widespread use of digital body scans has sparked concerns over how this data will be utilised, with actress Olivia Williams calling for a “nudity rider” to prevent inappropriate exploitation.
The current outrage over the manner in which X’s Grok generative AI chatbot has been used to produce non-consensual sexualised images has further fuelled the sense of crisis. In response, McConaughey, along with fellow actor Michael Caine, has signed a deal with AI audio company ElevenLabs to create an AI-generated version of his voice for a Spanish-language translation of his newsletter, Lyrics of Livin’. McConaughey is also an investor in ElevenLabs, which is valued at around £5.2 billion.
Jonathan Pollack, one of McConaughey’s lawyers, emphasised the importance of establishing more general protection against AI misuse, stating, “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.”
As the entertainment industry continues to navigate the complexities of AI and digital rights, McConaughey’s proactive approach to safeguarding his iconic catchphrase and likeness serves as a significant step towards establishing clearer boundaries and consent protocols in an evolving digital landscape.