Luke Littler, the teenage darts phenomenon who has taken the sport by storm, is now making headlines off the oche by moving to trademark his own image. In this episode of Mark and Pete, we unpack what that actually means in a world where artificial intelligence can generate faces, voices, and entire personalities in seconds. Is this a smart and necessary step to protect personal identity, or a slightly futile attempt to hold back a technological tide that has already come in?

We explore how image rights are evolving in the age of AI, where the old concerns about paparazzi and press intrusion have been replaced by something far stranger. Today, anyone with basic tools can recreate a public figure’s likeness, raising serious questions about ownership, consent, and the future of celebrity. Littler’s move may well be the first of many as athletes, actors, and public figures begin to realise that their “image” is no longer just something captured by a camera, but something endlessly reproducible.

There is also a deeper cultural and philosophical layer here. What does it mean to “own” your face? Why do we instinctively feel that our likeness should not be used without permission? And what happens when technology makes that boundary almost impossible to enforce?

With their usual blend of wit, cultural commentary, and understated humour, Mark and Pete dig into the legal realities, the technological challenges, and the slightly absurd implications of trying to trademark something as personal as your own face. It’s a conversation about identity, control, and the strange new world we are quietly building around ourselves.