Popstar Taylor Swift has taken a legal step in order to protect her identity amid the rising copyright issues and a blurring line between real and AI content. Swift has filed trademark applications covering specific recordings of her voice and signature stage image for a future where AI generated deepfakes can convincingly replicate their likeliness without consent.
The decision comes as AI-generated deepfakes spread throughout the entertainment industry. Swift, who has previously been the subject of online content manipulation, seems to be taking a proactive legal stance to stop her voice and likeness from being misused. As per the report, she might be able to contest AI-generated imitations that sound similar but are not exact replicas thanks to trademarks, in contrast to conventional copyright protections for recorded content.
The legal experts reportedly stated that registering a voice as a trademark is relatively untested and could open new ground in how intellectual property law adapts to generative AI. By securing rights over specific phrases delivered in her voice, Swift may be able to act against misleading or deceptive reproductions which can confuse audiences.
Not only Swift, but also actors such as Matthew McConaughey, have filed trademarks for their voices and likeness. Other celebrities, such as Scarlett Johansson and Tom Hanks, have also raised their voice against the unauthorised AI use in the advertising and online content.
For the unversed, the companies have already introduced ‘agents’ that act and talk like certain personalties to lure more users. Adding on, we have already reported multiple lawsuits of AI tools being misused to create deepfakes, ads, banners, posters, songs, tunes that actually belongs to a creative personality.
On the other hand, industry groups and artists are increasingly demanding for stronger safeguards to ensure that creative identities are not replicated without permission. Still, we have not seen any regulations so far.