Taylor Swift has taken a legal step that could help her push back against the growing market in AI-generated impersonation, filing trademark applications for her voice and a recognisable image from her "Eras" tour. According to reports in The Guardian and AP, the filings include two sound marks for the phrases "Hey, it's Taylor Swift" and "Hey, it's Taylor", alongside a visual trademark describing Swift in a pink guitar pose on stage.

The move appears to be aimed at creating a stronger shield against deepfakes and unauthorised digital replicas, an issue that has become increasingly sensitive for high-profile performers. Intellectual-property lawyer Josh Gerben, writing about the filings, argued that trademark protection could give Swift another route to challenge uses of her voice or likeness that mimic her identity too closely, even when the material is not tied directly to a product sale.

The strategy comes after several prominent cases in which celebrities have sought tighter control over their public image as artificial intelligence makes imitation easier. AP reported that the applications were filed by Swift’s TAS Rights Management and are still awaiting examination. The filings also follow earlier misuse of her image online, including manipulated content that falsely suggested political support.

Swift’s approach echoes recent efforts by other entertainers to turn long-standing branding features into formal legal protections. Matthew McConaughey has already secured a trademark for his familiar catchphrase, and his lawyers have said such measures are intended to preserve consent and attribution in an AI-driven media landscape. For Swift, whose likeness and voice are among the most commercially valuable in popular music, the filings suggest a more aggressive attempt to define the boundaries of acceptable use before generative technology blurs them further.

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Source: Noah Wire Services