MARQUES

We are all familiar with Amazon and the regular suggestions which pop up in our Amazon accounts for new products which we might like to purchase. These suggestions are compiled by AI which collects data based on our browsing/purchasing history. Consumers are now interacting with bots on a regular basis. This form of AI is now prevalent in online trading and customer service, be it chatbots, informational bots or transactional bots. Another form of AI which is impacting the purchasing process is the voice technology application. The rapid rise of AI voice assistants such as Siri, Alexa and Google Assist mean consumers are becoming more used to performing tasks with their voice which could have an impact with respect to trade mark law. Indeed use of voice recognition as a means for consumers to interact with brands and purchase products and services raises even more fundamental questions from a trade mark perspective.