BEKSKOOT VIR AI - Hollywood star Matthew McConaughey finds a way to ‘silence’ artificial intelligence likeness

OSCAR winner Matthew McConaughey is leading Hollywood stars’ charge against artificial intelligence (AI).

With the rise of generative AI platforms and programmes available to digital creators, the use of actors’ likenesses online is a common occurrence on social media platforms.

And while most of it is just fun and games, some online skelms have been using the technology to con mense. 

In response, the 56-year-old actor has filed recordings of his image and voice with US patent authorities to protect them from unauthorised usage by artificial intelligence platforms.

Several video clips and audio recordings were registered by the commercial arm of the just keep livin Foundation, a non-profit created by the Oscar-winning actor and his wife Camila, according to the United States Patent and Trademark Office database.

Many artists - including Morgan Freeman and Scarlett Johansson - are increasingly concerned about the uncontrolled use of their image via generative AI since the rollout of ChatGPT and other AI-powered tools.

Speaking to The Guardian last year, Freeman didn’t mince words: “I’m like any other actor: don’t mimic me with falseness. I don’t appreciate it, and I get paid for doing stuff like that, so if you’re gonna do it without me, you’re robbing me.”

Meanwhile, Johansson sued the image-generating app Lisa AI in 2023 for creating an AI-generated avatar in her likeness for an advertisement without her consent.

Last year, tennis legend Rafael Nadal also warned fans about fake online videos of him offering financial advice, and the risks of artificial intelligence.

Several US states have adopted legislation that serves as consumer protection against certain AI systems and deepfakes, but much of this applies mainly to malicious use or commercial purposes.

Only a few, notably Tennessee's ELVIS Act passed in 2024, offer more targeted protections for artists against AI-generated cloning or impersonation.

McConaughey's approach is novel in that he is taking the lead in protecting his image and voice.

The star of Interstellar and Dallas Buyers Club is no opponent of generative artificial intelligence.

He has a stake in ElevenLabs, a startup specialising in AI voice modeling, and the company has created an AI audio version of McConaughey -- with his permission.

Attorney Kevin Yorn, who represents McConaughey, said the aim of filing with the patent office was "to make sure that our clients have the same kind of protections that their businesses have."