Artificial Intelligence & Trade Marks - Latest Developments & Practical Implications

Introduction

The 21st century has thrown brand owners into a whirlwind of challenges—from cybersquatting and the rise of e-commerce to the complexities of the metaverse, blockchain technologies, and an ever-expanding landscape of gTLDs.

While much of the AI debate has centred around patents and copyright, its impact on branding and trade marks is quietly but rapidly unfolding. As advanced AI systems begin to influence both business and consumer decisions, brand owners, trade mark professionals, marketers, and developers must pay attention to a new frontier of risk—and opportunity.

With AI systems capable of perfect recall and nuanced decision-making, the traditional notions of consumer behaviour and brand confusion may be due for a rethink. At the same time, these technologies offer promising tools to streamline trade mark dispute resolution—if used wisely and not relied upon too soon.

Join us for a short, insightful webinar where we’ll unpack the latest technical developments in AI and explore their real-world implications for trade mark law and practice. Don’t miss the chance to stay ahead of the curve.

What You Will Learn

This webinar will cover the following:

• AI's impact on current thinking of trade mark infringement - the evolving landscape of trade mark infringement in the context of AI advancements
• A review of the concept of 'similarity' in the age of AI - emerging, non-traditional areas of 'similarity' generated by AI technologies
• The 'average agentic consumer' - the notion of the 'average agentic consumer' and its implications for trade mark law
• (Im)perfect recollection - how AI's ability to recall brand information impacts consumer perception and trade mark disputes
• Potential reduction in trade mark infringement - reasons why AI might, but will not necessarily, lead to a decrease in trade mark infringement cases

This pre-recorded webinar will be available to view from Thursday 4th December 2025

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