Could you tell us a bit about how far can trademark law actually go in terms of protecting identity? What are the limits of that?

I think in a classic lawyerly answer, it depends.

And we probably don't really know the full answer yet because this is not something that's been tested.

But we know that trademark is most powerful in commercial contexts where there's a risk that consumers are being confused about trade.

in this example, Matthew McConaughey's association with a product or a service that's being marketed.

In a situation where an AI deepfake was being used to market a product that Matthew McConaughey had actually no connection to, I think the trademark registration, that could be a quite powerful defense.

But that's probably true regardless of whether the AI aspect of that is really less relevant than just trademark misuse.

would be less less compelling in california specifically there have been some efforts to fill in some of these gaps because of the existence of this new transformative technology some of those pieces of legislation were assembly bills 2602 and 1836 What did those laws actually require? Have they been making a substantial difference in terms of these protections or not so much?