Trademarks in the Age of AI

New Risks, Emerging Law & Strategies for Brand Protection

AI is changing how consumers discover brands, evaluate products, and make purchasing decisions, raising new questions for trademark law and brand protection.

This CLE webinar will examine how generative and agentic AI are testing established legal frameworks, from trademark and advertising law to scraping and contractual protections, with a focus on emerging litigation and what in-house and outside counsel can do now to respond and prepare for what comes next.

A general Q&A will follow the program.

When

Tuesday, October 6 | 1:00 PM – 2:00 PM EST

Where

Zoom (Live interactive session)

Cost

FREE for TFL subscribers

FREE FOR TFL SUBSCRIBERS

Application for 1.0 New York CLE credit is pending.

Speakers

Julie Zerbo

Founder & Editor-in-Chief
The Fashion Law

Michael Goodyear

Associate Professor
New York Law School

Marylauren Ilagan

Senior Counsel
Olaplex

Topics We’ll Explore:

What AI is changing for brands: How generative and agentic AI are reshaping brand discovery, advertising, recommendations, and purchasing, and where new legal and commercial risks are emerging.
Trademark law in an AI-mediated market: How AI is testing existing concepts of trademark use, distinctiveness, and consumer confusion, and what emerging litigation may tell us about how those principles will apply.
Advertising, scraping, and contractual protections: The emerging issues around AI-generated claims and recommendations, scraping and access, and the contractual tools companies are using to govern how their content and data are used.
What counsel should do now and next: Practical steps for in-house and outside counsel to adapt trademark and enforcement strategies, assess existing protections, monitor AI activity, and prepare for agentic commerce and other shifts in how consumers discover and buy products.