My co-authors were Christine Strutt of Von Seidels in Cape Town, South Africa and Francine Ward of the Law Office of Francine D. Ward, Palm Desert, California. The article published by INTA in its February 9, 2022, Bulletin, explains how artificial intelligence (AI) is replacing trademark's function in brand selection. Here is a summary of the article. Traditionally, trademarks were shortcuts, identifying and distinguished goods in the marketplace in response to a buyer's needs and self-selected criteria. Trademarks have also protected against human frailty by alleviating confusion, imitation, disparagement and misrepresentation. AI is altering a consumer's browsing, selection and purchasing process.