IP Law Daily, COPYRIGHT NEWS—Astronomer Carl Sagan's estate alleges AI firm used voice in ad, (Aug 26, 2026)

By Jonathan Anderson

The complaint alleges copyright infringement, false endorsement and trademark infringement, and unfair competition.

The entity that holds intellectual property rights for the late Dr. Carl Edward Sagan, the famed science communicator, and his widow, sued an artificial intelligence (AI) software firm for allegedly using Sagan’s voice without authorization in an advertisement. The complaint alleges copyright infringement, false endorsement and trademark infringement, and unfair competition. The suit seeks injunctive relief in addition to a variety of damages, including enhanced statutory damages and punitive damages (Druyan-Sagan Associates, Inc. v. Luma AI, Inc., No. 2:26-cv-09474 (C.D. Cal. Aug. 25, 2026)).

Background. Plaintiff, Druyan-Sagan Associates, Inc., holds the intellectual property rights of Sagan and his widow, Ann Druyan, an Emmy- and Peabody-award-winning writer and producer. Defendant, Luma AI, Inc. develops artificial intelligence (AI) software and other consumer products and services.

On August 25, 2026, Druyan-Sagan Associates, Inc. sued Luma AI and 10 unnamed individuals in U.S. District Court for the Central District of California alleging copyright infringement, false endorsement and trademark infringement, and unfair competition. Druyan-Sagan alleges that Luma created and disseminated an advertisement using Sagan’s voice without authorization.

The complaint alleges that Luma used in the advertisement an excerpt from a 1980 episode of the television series “Cosmos: A Personal Voyage” starring Sagan, in which Sagan delivered the famous statement “If you wish to make an apple pie from scratch, you must first invent the universe.”

Upon learning of Luma’s advertisement, Druyan-Sagan’s global representative demanded that Luma remove the advertisement and related promotional materials from circulation, provide written assurance that Luma would refrain from future unauthorized uses, and account for revenues stemming from the advertisement. Luma denied Druyan-Sagan’s claims and asserted that its use was not actionable. The advertisement at issue has garnered more than 2.7 million views since it was published, according to the complaint.

Copyright infringement. The first cause of action alleges that defendants infringed on plaintiff’s exclusive rights under the Copyright Act, 17 U.S.C. §§ 106 and 501. Plaintiff further alleges that defendants are directly and secondarily liable for infringement.

False endorsement and trademark infringement. The second cause of action alleges false endorsement and trademark infringement under § 43(a) of the Lanham Act and 15 U.S.C. § 1125(a). Plaintiff alleges that defendants’ unauthorized use of the statement and Sagan’s voice, delivery, persona, and characteristics tend to cause likely confusion as to any endorsement or affiliation of Luma.

Unfair competition. The third cause of action alleges common law unfair competition. Plaintiff alleges that defendants acted willfully and maliciously and should be subject to exemplary/punitive damages pursuant to Cal. Civ. Code § 3294.

Relief sought. The complaint seeks, among other things, preliminary and permanent injunctive relief prohibiting defendants from (1) reproducing or exploiting protected material from the episode without authorization; (2) using the mark, statement, or Sagan’s voice in a manner likely to cause confusion as to Sagan’s association with or endorsement of Luma; and (3) continuing to publish the infringing advertisement.

Further, the complaint seeks actual damages and defendants’ profits attributable to the alleged infringement, in addition to statutory damages and enhanced statutory damages because of the alleged willful infringement. The complaint prays for defendants’ profits, plaintiff’s damages, and legal costs pursuant to 15 U.S.C. § 1117(a). Plaintiffs further seek enhanced damages, including up to three times actual damages, compensatory damages, and punitive and exemplary damages.

The Case is No. 2:26-cv-09474.

Judge: NA.

Attorneys: Ashkon Michael Ariaee (Roesler Law, APC) for Druyan-Sagan Associates, Inc.

Companies: Druyan-Sagan Associates, Inc.; Luma AI, Inc.

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