All about trademarks

Global star Taylor Swift files trademarks for her voice and image to prevent growing misuse through artificial intelligence tools

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, 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.