Taylor Swift has joined the ranks of tech-savvy stars by filing trademark applications for her likeness and voice. The move comes as artificial intelligence deepfakes grow increasingly sophisticated, posing a new threat to celebrity reputations and finances.

A recent report from Copyleaks revealed that Swift’s image has been used in scammy TikTok ads, alongside other celebrities like Kim Kardashian and Rihanna. These fake videos depict the stars discussing deceptive reward programs designed to harvest personal information from unsuspecting users.

While Swift hasn’t commented on her trademark filings, the risk of damage to her brand is clear. However, as AI technology advances, even these measures might prove insufficient in the long run.