Bristows - Cease & Discuss: Me, Myself & AI: Face trade marks and personality rights in the new age of digital replicas

From football pitches to the oche to the farm, familiar faces are heading to the UK Intellectual Property Office. Cole Palmer, Luke Littler and Jeremy Clarkson have all recently filed trade mark applications for representations of their own face, a move many see as a response to the growing risks posed by generative AI.In this episode, Paul Jordan and Tim Heaps explore why celebrities are turning to trade marks to protect their likenesses, whether the law is keeping pace with AI, and what these filings reveal about the future of personality rights in the UK.Note: All information was correct at the time of recording.