By Mike Tennant, Director at Tennant IP
Trade marks have always been about protecting what makes a brand distinctive.
But what happens when that distinctiveness can be replicated by artificial intelligence?
In April 2026, Taylor Swift filed trade mark applications in the United States covering audio clips of her voice and a specific image of her performing during the Eras Tour.
At first glance, it might sound unusual. It isn't.
It is a considered response to a growing issue: AI generated content that mimics a person's voice, appearance and overall identity.
What trade marks has Taylor Swift applied for?
Swift's team has filed applications covering short audio clips of her speaking, including "Hey, it's Taylor Swift...", a specific performance image that captures a recognisable look and style, and promotional material linked to her latest album.
These filings are designed to address a very real problem.
AI generated versions of Swift have already appeared in fake adverts, political messaging and manipulated imagery. This is no longer a future risk. It is happening now.
Why are celebrities using trade marks to combat AI?
Traditionally, brand protection has relied on copyright, image rights and passing off.
However, these rights can struggle where artificial intelligence is involved.
"When generative AI can copy recognisable aspects of famous performers, use of trade mark applications can be a useful tool for performers to defend non-classical badges of trade origin that bridge the perilous gap with copyright," says Mike Tennant.
"That's where traditional rights can fall short."
AI tools can generate entirely new content that sounds like a person, looks like a person and feels authentic to an audience, without copying any original material.
That creates a gap in protection.
How can trade marks protect against AI generated content?
Trade mark law does not just protect identical copies. It also protects against the use of signs that are confusingly similar.
"If you can define something distinctive, whether that is a phrase, a sound or a visual, trade mark law gives you a framework to challenge imitation," Tennant explains.
"And imitation is exactly what AI enables."
By registering specific audio clips and imagery, Swift's team is creating defined and enforceable assets.
As artificial intelligence becomes more sophisticated, trade marks may offer businesses another way to protect the elements that customers instantly recognise.
Taylor Swift's long history of protecting her brand
Taylor Swift trade marks are not a new phenomenon. This latest filing is simply the next step in a strategy she has been developing for more than a decade.
Over the years, she has built a highly strategic trade mark portfolio, including her name, album titles and phrases associated with her work.
She was one of the first performers in recent times to seek protection for phrases associated with her, including "This Sick Beat" and "We Never Go Out of Style" more than ten years ago.
Her latest filings simply extend that logic into the AI era.
Taylor Swift has also previously been a victim of third parties taking control of her work. Her team's understanding of how intellectual property rights can help protect her brand has always been progressive and proactive.
What can businesses learn from Taylor Swift's trade mark strategy?
Most businesses will not be looking to trade mark their voice.
But the principle applies much more widely.
The key question is:
What makes our brand recognisable, and have we protected it?
That could include:
- Taglines
- Product names
- Campaign slogans
- Distinctive packaging
- Visual presentation
- Sounds associated with your brand
- Signature phrases
Businesses often focus on protecting logos and company names, but consumers recognise brands in many different ways.
The future of brand protection in the age of AI
Trade marks are increasingly being used to protect how a brand looks, sounds and is experienced.
As artificial intelligence continues to evolve, businesses may need to think beyond traditional forms of protection and consider what truly makes them distinctive.
These latest Taylor Swift trade marks are not simply protecting her image.. She is protecting the experience of her brand.
For businesses of all sizes, the message is clear: define what makes your brand distinctive and protect it early.
Frequently Asked Questions
Can you trade mark a voice?
In some circumstances, yes. Distinctive sounds and audio clips may qualify for trade mark protection if they identify the source of goods or services.
Why has Taylor Swift applied for trade marks covering her voice?
The applications are widely seen as a response to the rise of AI generated content that imitates celebrities' voices and images.
How can trade marks help protect against artificial intelligence?
Trade marks can provide protection against the use of signs that are identical or confusingly similar to existing brands.
What can businesses learn from Taylor Swift's trade mark strategy?
Businesses should identify the elements that make their brand distinctive, including names, slogans and visual identity, and consider whether those assets should be protected.
Need advice on protecting your brand?
Whether you are launching a new business, expanding internationally or reviewing your intellectual property portfolio, Tennant IP can help you identify and protect the assets that make your brand unique.
