:max_bytes(150000):strip_icc()/DAZED-AND-CONFUSED-Rory-Cochrane-Matthew-McConaughey-hulu-f4945faa6c234e3c92aed76ceccfcd6a.jpg?w=1024&resize=1024,1024&ssl=1 "McConaughey Secures ‘Alright’ Trademark")
Key Takeaways
- Matthew McConaughey has filed eight trademark applications to protect his voice and likeness from unauthorized AI use.
- The actor’s move is a proactive step to prevent AI apps or users from simulating his voice or likeness without his permission.
- The entertainment industry is increasingly concerned about the growing use of AI in generating and perpetuating actors’ likenesses.
- The use of AI in the entertainment industry has been a point of contention, with actors and creatives worried about the impact on their livelihoods and the value of human artistry.
- SAG-AFTRA has spoken out against the use of AI-generated performers, stating that they devalue human artistry and jeopardize performer livelihoods.
Introduction to the Issue
The use of artificial intelligence (AI) in the entertainment industry has become a growing concern, with many actors and creatives worried about the impact on their livelihoods and the value of human artistry. One actor who is taking proactive steps to protect himself is Matthew McConaughey, who has filed eight trademark applications to prevent AI apps or users from simulating his voice or likeness without his permission. According to the Wall Street Journal, McConaughey’s attorneys have confirmed that the actor has had these trademark applications approved by the U.S. Patent and Trademark Office (USPTO) over the past several months.
Protecting His Likeness
The trademarks include applications for McConaughey’s iconic movie phrases, such as the quote "Alright, alright, alright," from his cult classic film Dazed and Confused. The application for this trademark was filed in December 2023 and was approved two years later. McConaughey’s move is a clear attempt to create a "clear perimeter around ownership with consent and attribution the norm in an AI world," as he stated in an email to the Wall Street Journal. His attorney, Jonathan Pollack, added that this move will allow them to "stop someone in their tracks or take them to federal court" if they try to misuse McConaughey’s likeness or voice.
The Growing Concern of AI Misuse
While McConaughey’s lawyers are not aware of his likeness being manipulated by AI, other actors and musicians have had to deal with deep fakes of their likeness and voices being used for various purposes on the internet. For example, a 66-year-old woman was scammed out of over $80,000 in gift cards, cash, and bitcoin by scammers who used fake, AI-generated videos of General Hospital star Steve Burton. This incident highlights the need for actors and creatives to take proactive steps to protect themselves from AI misuse.
The Entertainment Industry’s Response
The entertainment industry’s growing fascination with AI has created a rising apprehension among actors and other creatives about how the ever-evolving technology is transforming the media landscape. The use of AI was a prominent point of contention during the SAG-AFTRA strike in 2023, with one of the main issues being the use of AI in generating and perpetuating actors’ likenesses. When SAG-AFTRA members who work on video games went on strike a year later, it was primarily over the use of AI. The union has been vocal about its opposition to the use of AI-generated performers, stating that they devalue human artistry and jeopardize performer livelihoods.
The Rise of AI-Generated Performers
In September, AI actress Tilly Norwood made headlines when news broke that a newly launched AI talent studio was looking to get their computer-generated creation representation from Hollywood agencies. SAG-AFTRA publicly spoke out against the possibility of any agency taking on Norwood as a client, publishing a statement formally condemning the use of the "synthetic performer." The union stated that Norwood is not an actor, but a character generated by a computer program that was trained on the work of countless professional performers without permission or compensation. The use of AI-generated performers like Norwood raises important questions about the value of human artistry and the impact on the livelihoods of actors and creatives.
Conclusion
In conclusion, Matthew McConaughey’s proactive steps to protect his voice and likeness from unauthorized AI use are a necessary move in the ever-evolving landscape of the entertainment industry. The use of AI has the potential to transform the media landscape, but it also raises important questions about the value of human artistry and the impact on the livelihoods of actors and creatives. As the entertainment industry continues to grapple with the growing use of AI, it is likely that we will see more actors and creatives taking steps to protect themselves from AI misuse.