AI-GENERATED BRANDS: CREATIVE REVOLUTION OR LEGAL RISK?

AUTHOR – PARIDHI SHARMA, STUDENT AT UNIVERSITY SCHOOL OF LAW AND LEGAL STUDIES, GGSIPU

BEST CITATION – PARIDHI SHARMA, AI-GENERATED BRANDS: CREATIVE REVOLUTION OR LEGAL RISK?, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (12) OF 2025, PG. 565-568, APIS – 3920 – 0001 & ISSN – 2583-2344

INTRODUCTION

AI is quickly changing the landscape of consumer behaviour and decision-making: From route optimization and investment to personalised movie and product recommendations, AI simplifies complicated operations and makes them more engaging for customers by utilising large data sets and sophisticated algorithms. Technology will not only simplify certain jobs but also change the way that customers engage with brands. Trademarks have historically served as a reliable constant that most consumers rely on to represent the identity and quality of a product. Businesses used trademarks as a very potent tool for communicating with consumers. They provide clarity to help the consumer make decisions without conducting a never-ending amount of research