Veštačka inteligencija kao sredstvo povrede žiga i kao sredstvo za utvrđivanje povrede žiga

The rapid expansion of generative artificial intelligence over the past years raises complex intellectual property related questions. Applying intellectual property principles to generative artificial intelligence triggers various questions, problems, and uncertainties. Within the context of trademark law, artificial intelligence has the potential to play two opposing roles. On one hand, artificial intelligence can be the cause of infringement, perhaps by inadvertently creating or using content that infringes upon existing trademarks. Conversely, it can also serve as an effective preventative tool used to manage trademarks and monitor the use thereof with the aim of addressing potential infringement. The author emphasizes the fact that the fundamental principles of Intellectual Property Law can be applied to AI, similarly to the manner in which they were applied to previous forms of technology. Consequently, the ratio of IP protection remains equally relevant in the new reality.