AI, Branding, and the Evolving Landscape of Intellectual Property
The Intersection of AI and Brand Protection: Lessons from a Trademark Masterclass
I recently attended the Brand Trademark Masterclass at Soho Works, lead by David Boag(Founder of BOAG Law), and it reinforced something I’ve been seeing for a while: AI is changing the way we create, but it also presents new risks when it comes to brand protection.
One of the most eye-opening discussions was not just about trademark law, but about the broader implications of AI-generated content. Many people assume that securing a trademark is the final step in protecting a brand, but in reality, the way content is created, sourced, and verified plays a critical role.
AI’s Double-Edged Sword in Content Creation
There’s no question — AI is a game-changer. It speeds up workflows, generates ideas, and provides solutions at an unprecedented pace. But as we leverage AI tools to create brand assets, articles, marketing materials, and even legal documents, we have to remain mindful of where that content originates.
AI doesn’t create in a vacuum; it aggregates from existing sources. While the final product may seem original, it could contain unintended elements from multiple sources. This means brands and individuals must exercise caution to ensure that what they’re putting into the world is truly theirs.
Lessons Learned from the Masterclass
The session emphasized a few key principles:
1️⃣ Trademarks alone won’t protect a brand — understanding copyright, licensing, and AI-sourced content risks is equally important.
2️⃣ AI is a tool, not a substitute for human oversight — vetting content before publishing ensures originality and credibility.
3️⃣ Legal implications of AI-generated content are still evolving — while the law adapts, the best strategy is to be proactive, not reactive.
Navigating the Future of AI and Brand Integrity
With AI playing a growing role in branding and content creation, professionals need to be intentional about how they use these tools. It’s not about avoiding AI, but rather using it wisely — leveraging its power while maintaining integrity.
At the end of the day, AI can enhance creativity, but human judgment remains irreplaceable. How do you ensure that your AI-generated content aligns with your brand values and legal protections? I’d love to hear your thoughts!