Carl Sagan’s Estate Sues AI Startup Over Ad Allegedly…

Druyan-Sagan Associates, the entity managing the intellectual property of astronomer Carl Sagan, has initiated legal action against the AI startup Luma AI. The lawsuit alleges that the firm utilized Sagan’s voice without authorization to portray him as a spokesperson for their technology.

What happened

The estate claims that Luma AI featured an eight-second audio clip of Sagan as the centerpiece of an online advertisement. In the clip, Sagan is heard reciting his famous line: “If you wish to make an apple pie from scratch, you must first invent the universe.” According to the complaint filed in the Central District of California, this usage constitutes copyright infringement, false endorsement, and common law unfair competition.

Druyan-Sagan Associates reported that they first notified Luma of the infringement in early February. While the estate claims Luma initially indicated it would remove the content, the advertisement remained active on Facebook, garnering over 2.7 million views by the time the lawsuit was filed. The estate characterizes this refusal to remove the content as willful and bad-faith misconduct.

Managed by Sagan’s widow, Ann Druyan, the estate maintains a history of licensing the astronomer’s likeness for commercial campaigns, including partnerships with Apple, Fiat Chrysler, and Netflix. The lawsuit argues that Luma’s unauthorized use has eroded the exclusivity of Sagan’s brand. The estate is seeking an injunction to bar Luma from further use of the advertisement and is pursuing damages, including Luma’s profits, enhanced damages, and attorney fees.