Abstract
Examines whether trade mark law requires revision to accommodate behavioural changes by consumers driven by their use of artificial intelligence (AI) when making online purchases. Reviews how consumers shop online with reference to hypothetical examples, and details relevant trade mark concepts including likelihood of confusion. Reflects on whether post-sales confusion requires re-examination.
Original language | English |
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Pages (from-to) | 397-401 |
Journal | European Intellectual Property Review |
Volume | 43 |
Issue number | 6 |
Publication status | Published - 2021 |
Keywords
- Artificial Intelligence
- automated decision
- trade mark confusion
- e-commerce
- trade marks