Generative AI tools can produce text, images and code in seconds, and they are changing how brands are created and copied. For rights holders, the legal position is evolving quickly.
Emerging risks for brand owners
Confusingly similar marks, synthetic imitations of well-known products and the use of protected works to train models all raise new questions about infringement and ownership.
Protecting what you have built
Ensure that your key marks are registered in the jurisdictions that matter, monitor for misuse, and put clear policies in place for how your own teams may use generative tools.