by Samantha O’Connell*
Originating in common law privacy torts, the right of publicity now protects the economic and reputational value of identity instead. However, current holdings by courts have produced vague and inconsistent standards, particularly in the age of AI-generated deepfakes. This Contribution argues that the right of publicity should be re-oriented from copyright-inspired frameworks, such as the transformative use test, toward the trademark-based analysis established in Rogers v. Grimaldi which is centered on misattribution of source. A trademark-inspired analysis of right of publicity cases would yield more consistent results while more clearly targeting the core harms of this tort: misappropriation of goodwill and unjust enrichment. By emphasizing consumer perception over subjective aesthetic judgment, the Rogers test fills loopholes in the current doctrine that infringers might exploit, safeguards valuable social commentary, and better equips courts to address new forms of identity exploitation in digital media.