Protecting consumers'interests is a significant goal in trademark law.Artificial intelligence(AI)is increasing shaping consumption activities through precision marketing,experiential consumption,and alternative decision-making.As consumer behaviors evolve,the traditional trademark system,centered on the identification and advertising function,faces great challenges.While the abstraction of source and the simplification of background information are once the unique advantages of trademarks,the rise of AI highlights problems of information omission and information asymmetry gradually due to its robust information integration capabilities.Although trademarks can stimulate consumption through their property attribute,the widespread adoption of AI may weaken their advertising effect.In response to the evolution of trademark function in the era of AI,emphasis should be placed on the value of trademark law in promoting distributive justice and maintaining competition order.Measures should be taken to prevent post-sale confusion and protect the identification function of trademarks.Moreover,there is a need to develop dilution rules to reinforce the advertising function while enhancing goodwill.
artificial intelligenceintelligent consumptionconsumer decisionfunctions of trademarkstrademark system
万方数据
维普
