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Key Developments

• “Digital heist” of Robbins’ intellectual property alleged in San Diego federal court
• ai hosts over 200,000 GPTs—including eleven branded as “Tony Robbins”—behind paywalls
• Plaintiffs seek at least $10 million in damages plus injunctive relief

By Samuel Lopez – USA Herald

SAN DIEGO, CA - On June 26, 2025, Tony Robbins—the globally renowned motivational speaker and coach—filed suit in the U.S. District Court for the Southern District of California, accusing InnoLeap AI LLC and Mira Muse LLC of orchestrating “a blatant, calculated, digital heist of valuable and unique intellectual property.” As laid out in the complaint, YesChat.ai’s platform promotes and monetizes AI chatbots that “don’t just mimic Robbins, they masquerade as him.” This groundbreaking case could redefine how celebrity rights intersect with emerging AI technologies.

Brian Wolf, Robbins’ attorney, concedes that many creators have sued over AI models trained on unauthorized content—and that some companies have successfully defended those suits by invoking “fair use”—but he insists this case is fundamentally different.

“Those cases are different than this case, where they’re mimicking and recreating a virtual persona of a well-known individual and advertising it as such,” said Wolf, of Lavely & Singer. “We represent innumerable celebrities and public figures, and we take a pretty aggressive approach on behalf of those clients.”

Robbins’ Trademarks and Proprietary Content
Plaintiffs Robbins Research International, Inc. and TR Legacy, LLC own exclusive rights to Robbins’ name, image, likeness, voice, and persona (collectively, “NIL”), alongside a suite of registered trademarks—most notably “Anthony Robbins” and “Tony Robbins.” Over four decades, Robbins has developed proprietary coaching frameworks, seminars, and materials that form the foundation of his global brand.

YesChat.ai’s Business Model
According to the complaint, YesChat.ai operates “an AI chatbot platform offering users … access to over 200,000 AI‑generated chatbots or ‘GPTs’ (short for Generative Pre‑trained Transformers). These chatbots are trained to simulate the language, style, and knowledge of particular personalities or subject matters.” Users pay subscription fees—$8/month (“Pro”), $16/month (“Ultra”), or $40/month (“Unlimited”)—to interact with these bots as though they were engaging with public figures, including Tony Robbins.

Key Allegations

1. Trademark Infringement & False Designation

Robbins’ lawsuit asserts that Defendants used his registered marks without authorization, violating the Lanham Act. The complaint emphasizes:

“Defendants … constructed an entire business model around impersonating various persons and public figures as GPT AI chatbot replicas, including … Anthony ‘Tony’ Robbins. … Defendants promote and distribute AI chatbot replicas that don’t just mimic Robbins, they masquerade as him.” 

This “passing off” of unauthorized bots under the ROBBINS mark is alleged to cause consumer confusion and divert revenue from Robbins’ own offerings. Plaintiffs seek statutory damages, treble damages, and attorneys’ fees under 15 U.S.C. §1114(a) and §1125(a).