Brand Protection: Using AI to Undo Damage Caused By... AI

Just when we thought we were getting to know what generative AI was, a more advanced kind of AI is attracting attention in the brand protection world: the agentic kind. What’s more, agentic AI for brand protection is being used to eradicate brand infringements exacerbated by its generative counterpart.

Whereas generative AI such as ChatGPT can only perform tasks that humans prompt it to perform, one could say that agentic AI has a mind of its own – albeit a mind that is confined to a particular domain. This means that agentic AI can autonomously perform complex tasks, make decisions, exhibit goal- oriented behaviour, and interact with environments or users, with minimal to no human oversight.

With such abilities, the online brand protection tasks that agentic AI is able to perform include:

• Continuously scanning online marketplaces, social media platforms, and other digital channels for unauthorised use of a brand’s assets. Automatically identifying and reporting counterfeit products or infringement cases, thereby minimising the need for manual oversight.
• Analysing vast amounts of data to identify patterns and trends related to brand abuse. This helps predict and prevent potential threats before they escalate.
• Streamlining routine tasks such as confirming infringements and gathering enforcement data, allowing brand protection teams to focus on more strategic activities.