Last week, Taylor Swift filed a trio of trademark applications to protect her image and voice. One is meant to cover a well-known photograph of the pop singer holding a pink guitar during a concert on her record-breaking Eras tour, while the two sound trademarks are for simple identifying phrases: “Hey, it’s Taylor Swift” and “Hey, it’s Taylor.” The move comes as AI deepfakes continue to proliferate across social media. Any individual stands to have their likeness exploited in the creation of nonconsensual AI-generated material; earlier this month, an Ohio man was the first person convicted under a new federal law criminalizing “intimate” visual deceptions of this sort. Celebrities, meanwhile, find themselves at risk of both explicit deepfakes and false endorsements. A new report from the AI detection company Copyleaks shows that Swift and other stars have recently had their likenesses used in scammy advertisements. Researchers identified a cluster of sponsored videos on TikTok that appeared to show Swift, Kim Kardashian, Rihanna, and others promoting “potentially fraudulent or malicious services,” with the clips making use of what the researchers call “realistic-sounding voices” as well as “textured filters meant to mask some of the flaws in the AI-generated visuals.” The fake ads show Swift et al. in what seem to be common interview settings—red carpet events or talk show sets. Rather than answering questions, however, the AI-generated celebrities talk up supposed rewards programs in which TikTok users are paid for offering feedback on content served to them. “I was reading about digital behavior this week and came across a testing feature called TikTok Pay,” says a deepfaked Swift in an ad that uses manipulated footage from an appearance the real Swift made on The Tonight Show Starring Jimmy Fallon in October. “Certain users are being invited to watch videos and submit opinions.” The deepfaked Swift goes on to say that the program is in “limited rollout” for