‘Great opportunities’ for brands to use AI, says Hogan Lovells report
Artificial intelligence (AI) is set to “revolutionise” trademark prosecution and enforcement, according to Hogan Lovells’ latest brand benchmarking report, released yesterday.
Of the surveyed 200 brand owners across a range of industries, 93% said they believe AI will have a positive impact on their work and job.
Just over half (51%) the respondents expect AI to affect their handling of prosecution work within five years, with 33% saying the same for their enforcement work.
Hogan Lovells’ study indicated that AI could help brand owners in facilitating trademark infringement searches and preparing takedown notices.
“There is a great opportunity for brand owners to use AI to gain efficiencies, speed up their work and streamline processes, while reducing costs and ensuring resources are used effectively,” said Lloyd Parker, Asia Pacific and Middle East head of IP at Hogan Lovells.
However, he highlighted that there is a “worrying lack of awareness” about AI. As a result, businesses could miss out on the benefits of AI by not investing in new technology.
“This is an area where all companies should be paying more attention and seeking out beneficial opportunities,” he said.
Elsewhere in the study, Asia was identified as causing the greatest challenges in trademark enforcement and prosecution. Although China was recognised as the country with the most challenges, 26% of respondents said China has made the biggest improvement in developing laws governing trademark prosecution.
“While there are weaknesses in some aspects of the legal enforcement systems in this region, it consistently attracts the greatest trademark spend, with predicted increases in the future,” Parker said.
“It is important that multinational companies increase the enforcement portion of their total trademark spend in Asia to ensure their valuable brands are protected,” he added.
In January this year, WIPR reported that Hogan Lovells predicted AI and blockchain would disrupt the IP landscape in 2018.
The “Two Steps Forward and a Look Back” report said that current law prevents machines from being inventors capable of IP ownership. However, it said there will probably be an increase in disputes involving people that claim they have contributed to the development of AI systems.
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