McConaughey Trademarks Catchphrases to Combat AI Misuse

Matthew McConaughey's legal team is taking a proactive stance against the unauthorised use of his voice and likeness by artificial intelligence, securing multiple trademarks to protect his distinctive vocal stylings and visual presence. This move highlights a growing concern within the entertainment industry about AI's potential for misuse.

The actor's representatives at Yorn Levine have registered eight trademarks with the U.S. Patent and Trademark Office over recent months. These aren't just about his image; they specifically target audio and video clips, providing a legal framework to challenge AI-generated content that replicates him without permission.

Protecting Iconic Phrases and Gestures

Among the secured trademarks is a sound mark for McConaughey's famous "Alright, alright, alright!" catchphrase from Dazed and Confused. The registration details even specify the exact pitch variations, demonstrating the meticulous approach taken to define and protect this iconic vocal delivery. This particular trademark was applied for in December 2023 and granted in December 2025. Other protections include specific video clips, like a 7-second sequence of him standing on a porch, and audio of his "Just keep livin', right?" line, complete with pauses.

While state rights-of-publicity laws already offer some protection, this new trademark strategy aims to give McConaughey direct standing in federal courts. This means he can pursue legal action against AI misuse, even if it's not explicitly for commercial purposes. "I don't know what a court will say in the end, but we have to at least test this," stated Kevin Yorn, co-founder of Yorn Levine, whose firm also represents other high-profile actors. This proactive legal approach could set a precedent for how celebrities navigate the evolving landscape of AI.

AI's Dual Role: Threat and Opportunity

Jonathan Pollack, an attorney with Yorn Levine, emphasised the significance of these trademarks, noting, "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." This sentiment reflects a broader industry debate around the ethical boundaries and legal implications of AI, a topic often discussed, for instance, in the context of new AI agents or AI deepfakes.

Interestingly, McConaughey isn't shying away from AI entirely. The trademarks also offer a structured way for him to explore legitimate AI opportunities. He's recently partnered with ElevenLabs, an AI voice company, to create a Spanish version of his "Lyrics of Livin'" newsletter using a likeness of his voice. Both McConaughey and Kevin Yorn are investors in ElevenLabs, illustrating a belief in AI's potential when used responsibly and with proper consent. This contrasts sharply with concerns raised about AI chatbots exploiting children or the broader ethical challenges often debated by figures like the "AI godfather" who warns against AI rights.

The eight trademarks are registered under J.K. Livin Brands Inc., the parent company of McConaughey's apparel business, further solidifying the commercial and personal value placed on his brand. This legal manoeuvre underscores a critical shift: instead of merely reacting to AI misuse, figures like McConaughey are strategically preparing for it, aiming to control their digital identities in an increasingly AI-driven world. For more on the legal challenges posed by AI, a detailed report from the World Intellectual Property Organization (WIPO) offers further insights into intellectual property and AI.

What's your take on celebrities using trademarks to protect their digital likeness from AI? Share your thoughts in the comments below.