Pop icon Taylor Swift has taken legal steps to safeguard her voice and visual identity, filing trademark applications in the United States aimed at curbing misuse through artificial intelligence-generated deepfakes, as per a Reuters report.
The filings, submitted to the United States Patent and Trademark Office, cover two short audio clips featuring Swift’s voice as well as a specific onstage image of the artist. The applications list TAS Rights Management, an entity associated with Swift, as the owner of these assets.
The audio clips referenced in the filings include promotional-style messages in Swift’s voice tied to music streaming platforms such as Spotify and Amazon Music. The image in question reportedly depicts Swift performing onstage with a distinctive look, including a sequined outfit and a guitar—elements that contribute to her recognisable stage persona.
The move comes amid a surge in AI-generated content that imitates celebrities’ voices and appearances. Swift, like many public figures, has been the subject of deepfake material ranging from misleading advertisements to fabricated endorsements and manipulated imagery.
Legal experts say the filings reflect a broader shift in how intellectual property is being used to address emerging risks from AI. According to trademark attorney Josh Gerben, who highlighted the filings publicly, the approach could provide an added layer of protection beyond traditional “right of publicity” laws, which govern the commercial use of a person’s identity.
He noted that trademarking a voice, particularly for spoken phrases, is relatively untested in courts, marking a novel legal strategy. Historically, artists have relied on copyright law to protect recorded works. However, generative AI tools can now create new audio that mimics a singer’s voice without directly copying existing recordings, potentially creating legal grey areas.
The inclusion of a specific visual likeness in the trademark applications also signals an attempt to define and protect distinctive elements of Swift’s public image. This could strengthen legal claims against AI-generated visuals that closely resemble her appearance or performance style.
Swift’s move follows similar efforts by other public figures, including Matthew McConaughey, to establish clearer ownership boundaries over identity in an AI-driven media landscape.
