Carl Sagan Estate Sues Luma AI Over Unauthorized Voice Use

The estate of Carl Sagan has filed a federal lawsuit against AI startup Luma AI, alleging the company used the late astronomer's voice in advertising without permission and refused to remove the content after being notified of the infringement.

Druyan-Sagan Associates, which manages Sagan's intellectual property, filed the complaint Tuesday in the Central District of California. The suit accuses Luma of copyright infringement, false endorsement, and unfair competition, according to details first reported by Forbes.

The disputed advertisement

At the center of the lawsuit is an eight-second audio clip featuring Sagan's distinctive voice delivering one of his most famous lines: "If you wish to make an apple pie from scratch, you must first invent the universe." The estate claims Luma used this clip as the centerpiece of an advertisement without authorization.

According to the complaint, Druyan-Sagan Associates notified Luma of the alleged infringement in early February. The company initially denied the claims and later indicated it would remove the post, but the advertisement remained live on Facebook. By the time of the court filing, it had accumulated more than 2.7 million views.

The estate characterizes Luma's continued use of the material as having "the unmistakable hallmarks of willful and bad-faith misconduct," alleging the company "dragooned" Sagan into serving as an unwitting spokesperson.

A carefully managed legacy

Druyan-Sagan Associates, formerly Carl Sagan Productions, has maintained strict control over the astronomer's voice and likeness for decades. The estate, now managed by Sagan's widow Ann Druyan, has licensed his intellectual property selectively for high-profile campaigns, including Apple's iPhone advertising in 2017, Fiat Chrysler in 2019, and Netflix in 2025.

The lawsuit argues that Luma's unauthorized use erodes the exclusivity associated with Sagan's brand. The estate is seeking a court order barring Luma from using the advertisement, along with damages that could include the company's profits, enhanced damages, and attorney fees.

Why it matters

This case arrives as AI companies face mounting legal challenges over unauthorized use of copyrighted material and celebrity likenesses. The lawsuit echoes Scarlett Johansson's 2024 legal threat against OpenAI after the company released a chatbot voice that sounded remarkably similar to hers—a dispute that led OpenAI to pull the voice despite claiming it belonged to a different actress.

For Luma AI, the timing is particularly sensitive. The startup raised $900 million from the Saudi Public Investment Fund's AI arm at a $4 billion valuation in November, followed by another funding round in March that valued the company at $9 billion. The firm projected hiring 200 employees by 2027.

The outcome could set precedent for how AI companies must navigate rights clearance when incorporating recognizable voices into their products and marketing—particularly for figures whose estates actively manage their posthumous commercial presence.

Details of the lawsuit were first reported by Forbes staff writer Ty Roush.