Surveying over 200 brand owners from a wide range of industries, a research report from Hogan Lovells 'Brand Benchmarking 2018' revealed that 93% of businesses feel positive about the new technology.
Time and cost savings are cited as the biggest benefits of AI, which will also impact on trademark prosecution clearance searches, according to 93% of respondents. For enforcement, AI is expected to facilitate online infringements searches and the preparation of take down notices. Whilst there is some concern about job security, the majority of businesses do not see AI as a threat. Commenting on the findings, Lloyd Parker, Asia Pacific and Middle East head of intellectual property at Hogan Lovells, said ‘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.’ However, Mr Parker warned there is worrying lack of awareness about AI and businesses risk missing out on its benefits due to insufficient knowledge and investment in the new technology.
The survey also found that six of the top 10 jurisdictions in which brand owners experience the greatest challenges in trademark prosecution are in Asia. For both prosecution and enforcement, China is recognized as the most challenging country, though respondents also acknowledge that it is the most improved jurisdiction. The greatest increase in trademark spend over the last four years has been in East Asia, with a smaller rise in Central and South American jurisdictions. Over 50% expect spend in Asia to further increase by 2023. In Europe, the survey founds that the EU is the most popular region for enforcement spend. Companies headquartered in Europe are investing more in their trademark teams, which are at least twice as large as their counterparts in the U.S. and Asia.