Η επίδραση των τεχνολογιών της τεχνητής νοημοσύνης στις αρχές του δικαίου των εμπορικών σημάτων
The impact of artificial intelligence technologies on the principles of trademark law
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Δίκαιο εμπορικών σημάτων ; Τεχνητή νοημοσύνη ; ΕπιδράσειςAbstract
This thesis examines the impact and challenges of Artificial Intelligence (AI) technologies on
trademark law, with particular emphasis on the fundamental principles that govern it.
Beginning with an analysis of the key aspects of trademark law and the prominent role they
play in protecting the identity of a business or an individual proprietor, together with a
presentation of the legal framework applicable at national and European level, it concludes
with a presentation of its basic principles. In the course of the paper, reference is made to
Artificial Intelligence, and its evolution over the years, while the main technologies that make
up its components (Machine Learning, Deep Learning, Neural Networks, etc.) are presented.
The contribution of these technologies to, inter alia, the field of justice, and in particular to
trademark law, is considered remarkable and appears to be twofold. On the one hand, there
is a more ‘technical’ impact, both on the way in which trademarks can now be created and
used, and on the procedures for registering, monitoring and enforcing the relevant rights (e.g.
to detect possible infringements).
In particular, its use by the world's largest IP offices through the specific tools they use and
make available for sharing as well as through the ongoing investments they undertake in this
direction, is typical. In addition, it analyses individual issues such as the use of these tools and
the use of the IPRs in the use of their own tools. In addition, individual issues such as the use
of AI in trademark registration and evaluation by trademark owners and examiners and the
automated generation of trademarks through algorithms and the challenges that arise with
regard to attribution and authenticity are analysed. The inevitable result of this impact is the
need to redefine many concepts, such as the average consumer, the risk of confusion and dual
identity, which are at the core of the industry. In addition, the modern purchasing
environment and the way in which it has evolved to include ‘third parties’, and indeed nonhuman factors, in assisting the purchasing process, is leading to the weakening - if not the
gradual disappearance - of key functions.
What will happen, then, with the biases of AI systems and to what extent will the longestablished principles of trademark law manage to remain unaffected by this shift? The reform
of the legislative texts and the redefinition of key concepts are considered necessary steps to
optimise the benefits and counteract the negative effects of AI in this sector. This is a
multifaceted issue (legal, technological, marketing, psychological), and its effects affect both
the individual and the entire market on a national and international scale.
Postgraduate Studies Programme
Δίκαιο και Τεχνολογίες Πληροφορικής και Επικοινωνιών (MSc in Law and Information and Communication Technologies)Department
Σχολή Τεχνολογιών Πληροφορικής και Επικοινωνιών. Τμήμα Ψηφιακών ΣυστημάτωνNumber of pages
93Language
GreekCollections
Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού - Παρόμοια Διανομή 3.0 Ελλάδα
Αναφορά Δημιουργού - Παρόμοια Διανομή 3.0 Ελλάδα