NO, Matthew McConaughey Isn’t “Trademarking Himself”... Here’s What He’s Really Doing (and Why It Matters)

Recent headlines suggest that Matthew McConaughey is “taking on AI” by trademarking himself, including his voice, likeness, and famous catchphrases like “Alright, alright, alright.”

It’s a compelling narrative. It’s also not quite accurate...

What McConaughey is doing is far more precise, far more legally grounded, and far more strategic than the headlines imply. Understanding that distinction is critical, not just for celebrities, but for executives, brands, and anyone navigating an AI-enabled world where identity itself is becoming data.

What McConaughey Is Actually Trademarking...

McConaughey has successfully registered specific audiovisual trademarks with the U.S. Patent and Trademark Office (USPTO). These include short video clips, and audio recordings of well-known phrases used in connection with entertainment services.

This is an important point --> U.S. trademark law does not allow purely “defensive” trademarks.

To register a trademark, you must demonstrate actual use in commerce tied to specific goods or services. In McConaughey’s case, that use is clearly tied to entertainment and media. In other words, he is not trademarking his entire face, his general voice, or his identity as a human being. He is trademarking specific, recognizable performances used commercially.

What This Does Not Do...

Despite how some headlines frame it, these trademarks do not...

• Stop all AI-generated impersonations

• Ban parody, satire, or commentary

• Prevent non-commercial deepfakes

• Create total control over his likeness across the internet

Trademark law is narrow by design. It protects brand identifiers in commerce, not identity in the abstract. So no, this doesn’t “solve” AI impersonation. And McConaughey himself has not claimed that it does.

What This Does Do, And Why It’s Smart!

Where this move does matter is in commercial enforcement. These trademarks give McConaughey -->

• A clear legal hook to challenge unauthorized monetized AI use

• Stronger leverage in licensing negotiations

• A basis for platform takedowns and enforcement actions

• A way to establish consent and attribution as defaults, not afterthoughts

In short, he’s doing what sophisticated organizations do when new technology outpaces regulation. He’s drawing a legal perimeter early, before norms are set without him.

The Bigger Picture... Identity Is Becoming Intellectual Property

This move isn’t really about celebrity. It’s about precedent. AI has forced a new question into the mainstream. Who owns your voice, your likeness, and your delivery, once it can be replicated infinitely? Until federal law catches up, we’re seeing stopgap strategies emerge -->

• Trademarks for recognizable performances

• Right-of-publicity claims (which vary by state)

• Contractual restrictions on AI reuse

• Platform-level enforcement policies

McConaughey’s approach signals where things are heading...identity treated as a commercial asset that requires explicit consent.

This isn’t just a celebrity issue. Similar concerns are already emerging for -->

• Executives whose voices are cloned for fraud

• Brands whose spokespeople are replicated by AI

• News organizations whose anchors are deepfaked

• Enterprises whose marketing assets are reused without permission

Soon, we can expect to see executives trademarking signature phrases, contracts explicitly banning AI training on likeness, voice and video watermarking becoming standard, and consent shifting from opt-out to opt-in.

Matthew McConaughey isn’t trying to “beat AI.” He’s doing something more pragmatic, and more important. He’s asserting ownership, consent, and attribution before AI decides those terms for him.

I believe that distinction matters, and it’s one many headlines miss.