Matthew McConaughey has trademarked his likeness and voice, including his famous catchphrase, to control its use in AI. This move comes amid rising concerns over celebrity deepfakes, with other stars like Taylor Swift and Scarlett Johansson also speaking out against misuse of AI-generated content. The controversy highlights the need for consent and ownership in the digital age, as platforms like X (formerly Twitter) implement measures to combat the spread of explicit AI images.