Stars could move swiftly to protect image as Taylor lodges AI trademarks

The music superstar lodged three trademark applications in America last week – two featuring audio clips of her voice, and one of herself performing on stage.

The move is in response to an increasing trend of AI-generated versions of Swift appearing online, and follows similar moves by other high profile figures.

Hannah McLoughlin, an intellectual property expert with Pinsent Masons, explained the case followed a recent trend of celebrities trademarking their images and voices due to concerns over digital manipulation.

“Taylor Swift's move to do so follows that of Matthew McConaughey, who filed for a similar trademark earlier this year,” she said.

“The proliferation of AI likenesses has become more and more prevalent in recent years as improvements in the technology abound.”

Swift used an image of her on stage during the Eras tour which had previously been used as a promotional image for the streaming version of the event, featuring her holding a pink guitar, and wearing an iridescent bodysuit with silver boots.

She also applied to trademark two audio clips of her voice – saying "Hey, it's Taylor" and "Hey, it's Taylor Swift", respectively – which had been used on streaming services to promote her most recent album.

McLoughlin added that more public figures were likely to follow in Swift’s footsteps as the risk of digital manipulation increased.

“This issue is likely to become a hot button for people in the public realm, not alone because of the likelihood of confusion that will surely result, but also in circumstances where their image and voice are used to promote causes that do not align with their personal views or show them engaging in acts they usually wouldn't,” she said.