Backstreet Boys File Sensory Trademark to Guard Against AI Voice Clones
Backstreet Boys have taken a pioneering step into the age of artificial intelligence, filing a sensory trademark with the United States Patent and Trademark Office (USPTO) for the phrase “Hi, we’re the Backstreet Boys.” The move is designed to protect the group’s unmistakable vocal identity from unauthorized use by AI voice‑cloning technology.
The American pop trio, which burst onto the scene in 1993 in Orlando, Florida, built a global empire on albums like Backstreet's Back (1997) and Millennium (1999). Their harmonised vocals, a signature element of their brand, have driven over 150 million record sales and earned multiple diamond‑certified releases. After decades of touring and new material—including the July 2025 release of Millennium 2.0—the band is now extending its protective umbrella to the audio realm.
Unlike a conventional word mark, a sensory trademark covers a sound, scent, taste, or other sensory characteristic that signals a source. The Backstreet Boys’ filing shields the spoken greeting “Hi, we’re the Backstreet Boys,” a brief, instantly recognisable phrase that listeners associate with the group’s vocal style. The USPTO evaluates sensory marks under the same likelihood‑of‑confusion test applied to other trademarks.
Legal analyst Josh Gerben, who tracks trademark filings related to AI, explains that the mark’s strength depends on whether a consumer would be confused by an AI‑generated recording that mimics the band’s voice. Gerben notes that infringement hinges on consumer confusion rather than exact wording; a track that sounds “confusingly similar” to the protected phrase could trigger a claim. However, he cautions that platforms hosting user‑generated content may adopt a narrower interpretation, limiting protection to recordings that are “confusingly similar to the specific phrase that was registered.”
The Backstreet Boys’ filing follows similar moves by high‑profile artists such as Taylor Swift and Lionel Richie, who have also registered sensory marks to defend against voice cloning. These actions signal a growing trend among musicians to use trademark law as a defensive tool against the rapid development of deep‑fake audio. While the legal framework for AI‑generated content remains in flux, sensory marks offer a concrete mechanism for artists to assert control over their vocal identity.
At present the USPTO has not announced whether the Backstreet Boys’ mark has been approved. The filing represents a proactive step by the group to safeguard their brand in an era where AI can replicate vocal performances. The industry will watch to see whether the mark is granted and how it may influence future disputes over AI‑generated music.
