Abstract
The advent of sophisticated AI-driven voice cloning has brought to the fore critical legal and ethical challenges regarding the protection of vocal identity. Prompted by recent controversies—including the striking resemblance between OpenAI’s ChatGPT-4o voice and that of Scarlett Johansson—this article examines how generative AI technologies undermine the unique value of the human voice and further complicate the legal questions surrounding personal identity. Through a comparative analysis, the paper evaluates three principal legal frameworks: the right of publicity, personality rights, and the personal data protection right. Each framework—rooted in different legal traditions—offers distinct strengths and limitations in addressing the threats posed by AI-generated voice cloning. By analysing these doctrines’ scope, remedies, and posthumous protections, the study offers a foundation for understanding how existing legal approaches may be applied to the evolving challenges of vocal identity in the era of generative AI.