AI-Driven Trademark Conflicts: How Algorithms Create Consumer Confusion In Digital Branding
- IJLLR Journal
- Mar 18
- 2 min read
Mrunmayee Phirke, B.B.A. LL.B. (Hons.), SVKM’s NMIMS School of Law
ABSTRACT
Artificial intelligence (AI) serves as the foundation to revolutionize business approaches in both brand creation and promotion in the digital branding sector. AI-based branding technologies generate considerable obstacles specifically concerning trademark law. AI systems generate logos and brand names from data patterns but they might unintentionally duplicate existing trademarks which creates market confusion and legal problems. The research focuses on how AI technologies interact with trademark law through an analysis of AI's involvement in trademark disputes and the legal outcomes of AI-based trademark violations as well as required legal changes to manage these new issues.
AI's role in digital branding serves as the primary focus of the study through its involvement in personalized marketing methods logo development procedures and brand management operations. AI's capability to analyze big data helps companies refine their marketing plans yet the lack of human monitoring in branding processes increases trademark infringement risks. When AI generates content resembling established trademarks it leads to trademark dilution and creates confusion among consumers.
Consumer confusion stands as a central issue in trademark conflicts which has become a major focus of this study. AI tools complete tasks with efficiency but they do not comprehend intellectual property law's complexities. When companies use branding elements that mimic existing trademarks too closely they threaten the distinctive identity of established brands. The traditional trademark laws' lack of consideration for AI's self- generating abilities makes it difficult for current legal systems to address these emerging problems.
This study investigates the legal effects of trademark controversies generated by AI systems while concentrating on accountability aspects. The study determines who holds liability for trademark violations that result from AI- generated material whether it is the company using the AI or the developers who created the AI system. The present trademark laws show inadequacies for AI-related disputes since they lack explicit guidelines for autonomous systems.
