The Future of AI Voice and Brand Rights: Lessons from Mes vs. Biedronka
How deepfakes, voice cloning, and legal battles are reshaping marketing—and what it means for artists, brands, and consumers.
The AI Voice Revolution: When Marketing Blurs the Line Between Real and Synthetic
The case of rapper Mes suing Biedronka over an AI-like voice in their ad campaign is just the tip of the iceberg. As synthetic media—voice cloning, deepfake audio, and AI-generated performances—becomes cheaper and more sophisticated, brands are increasingly tempted to use it for cost efficiency and creativity. But with this innovation comes a legal and ethical minefield.
According to a 2023 report by JD Supra, 68% of marketers surveyed admitted to exploring AI tools for ad production, with voice synthesis being the fastest-growing segment. Yet, only 32% have policies in place to address potential rights violations. The Mes vs. Biedronka dispute highlights a critical question: When does AI-assisted marketing cross into intellectual property theft?
The Legal Gray Zone: How Courts Are (Slowly) Catching Up
The Mes case isn’t the first of its kind, but it’s one of the most high-profile. In 2022, Tom Cruise sued DeepFake app developers for unauthorized use of his likeness, while Elon Musk faced backlash for using AI-generated voices in Tesla ads without disclosure. These cases are pushing courts to define new boundaries for digital rights.
Legal experts argue that the key issue isn’t how the voice was created (AI or a human mimic), but whether the final product is “substantially similar” to the original. The EU AI Act (2024), now in enforcement, requires transparency labels on AI-generated content, but enforcement remains inconsistent across regions. In the U.S., the Lanham Act (which governs trademark law) is being tested in courts to determine if AI voice cloning constitutes infringement.
- Explicit consent: Obtain written permission from the original artist or voice actor.
- Disclosure: Label ads with “AI-generated voice” to avoid misleading consumers.
- Legal review: Consult IP lawyers before launching campaigns using synthetic media.
Artists in the Crossfire: How the Industry Is (Not) Protecting Creators
For artists like Mes, the rise of AI voice cloning presents both an opportunity and a threat. On one hand, platforms like Voicify and ElevenLabs allow musicians to monetize their voices through synthetic performances—earning royalties from ads or games. Unscrupulous brands can exploit their likeness without compensation.
A 2024 study by IFPI found that 42% of independent artists reported unauthorized use of their voice or image in ads, with only 8% receiving any form of payment. The lack of clear legal frameworks means many creators are left fighting battles they can’t afford.
Answer: Yes. Courts are increasingly ruling that substantial similarity—not the method of creation—determines infringement. The U.S. Copyright Office has denied AI-generated works copyright protection unless the original human creator is involved. Always consult an IP attorney to assess your case.
The Trust Deficit: How AI in Ads Is Eroding Consumer Confidence
Consumers are growing wary of AI in advertising. A 2025 Edelman Trust Barometer report revealed that 63% of global consumers distrust ads that use AI-generated voices without disclosure. When Biedronka’s ad sparked debates about whether it was “really Mes,” it wasn’t just about the voice—it was about authenticity.
Brands like Nike and Coca-Cola have started adopting “AI transparency labels” in their campaigns, but adoption remains patchy. The challenge for marketers is balancing creativity with honesty—especially as 72% of Gen Z consumers (per Pew Research) say they’re more likely to engage with brands that are upfront about AI use.
The Next Frontier: Blockchain, Smart Contracts, and Artist-Owned AI
The future of AI voice in advertising may lie in decentralized ownership. Platforms like VoiceBase and Odyssey are experimenting with blockchain-based voice royalties, where artists retain control over how their likeness is used. Imagine a world where every time your voice is cloned for an ad, you get a cut—automatically, via smart contracts.
Meanwhile, AI ethics boards are emerging in industries like music and gaming to set standards. The World Intellectual Property Organization (WIPO) is drafting new guidelines on “digital likeness rights,” which could redefine how AI-generated content is governed globally.
- Voice watermarking: Embedding unique identifiers in AI voices to track usage.
- AI “consent ledgers”: Blockchain records of who has permission to use an artist’s voice.
- Dynamic ad personalization: AI voices that adapt in real-time to consumer preferences (with strict privacy safeguards).
FAQ: Your Burning Questions About AI Voices in Ads
No. Even if the voice is AI-generated, courts are increasingly ruling that substantial similarity = infringement. Always get written consent or use original material.
Register your voice with platforms like Voiceprint, use watermarking tools, and monitor unauthorized use via AI detection services.
Yes! Burberry and Dior have launched campaigns with AI voiceovers but include clear disclaimers. Adobe’s “Content Credentials” tool also helps brands label synthetic media.
You could face lawsuits for damages, injunctions, or forced ad takedowns. Always conduct rights clearance before launching campaigns.
The Conversation Continues: What Do You Think?
What we have is just the beginning. As AI voice technology evolves, the lines between innovation and exploitation will blur further. Should brands have the right to use AI voices without permission? Can artists truly own their digital likeness in the age of deepfakes?
Join the debate:
- Comment below: “Would you trust a brand that uses an AI version of your favorite artist’s voice?”
- Explore more: How AI is reshaping music royalties
- Subscribe to our newsletter for updates on AI ethics in media.
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