An Executive Voices Blog by Simran Bhatia, Brand Licensing Technologist at Isaac Morris Ltd

In today’s fast-moving digital world, protecting a brand’s identity has become a high-stakes game. As online shopping continues to surge and social media grows by the second, companies are struggling to keep up with where—and how—their logos, product names, and signature designs are being used. More often than not, these assets appear without permission.

Artificial intelligence (AI) has emerged as a vital ally in this evolving landscape. Once considered a futuristic concept, AI now sits at the core of modern brand protection strategies, identifying misuse across the web and helping to shut it down before it spreads further.

AI-powered tools monitor marketplaces and social platforms continuously, spotting brand misuse before it can gain traction. For many companies, systems such as Red Points and BrandShield are instrumental in detecting and removing counterfeit listings—even when the products are cleverly disguised. This results in faster takedowns, fewer counterfeit products in circulation, and stronger brand integrity overall.

However, infringement today is not always blatant. It can take the form of a meme, a modified image, or AI-generated content. Modern detection systems can identify faces and logos, even when they are edited or partially hidden. This allows them to catch unauthorized endorsements and imitated visual styles. But not every flagged piece of content is a clear violation. Satirical posts, commentary, and fan-created content often fall into a gray area. These cases highlight a key limitation of AI—it lacks the nuanced understanding of context that humans bring to the table.

Once a potential violation is identified, AI can immediately initiate a takedown request or notify legal teams. In many cases, hundreds of infringing listings are removed within minutes. Tools like Red Points and BrandShield are integrated directly with online marketplaces, which accelerates enforcement. However, without deliberate human oversight, enforcement can easily become overreaching.

AI offers unmatched speed, scalability, and valuable insights. It tracks repeat offenders, identifies patterns, and evolves with every case. But even with these advantages, it is not without risks. When misapplied, enforcement can alienate loyal fans, suppress legitimate content, or even damage the brand’s public image more than the infringement itself. Swift action is important—but so is sound judgment.

Leading brands are taking a more measured approach by blending AI detection with human review. They are refining algorithms, piloting enforcement tools, and engaging cross-functional teams across legal, marketing, and IT to shape thoughtful strategies. Because brand protection is not just about removal—it is about doing so with accuracy, fairness, and respect for creators and communities.

There is no question that AI is transforming the future of trademark enforcement. Its ability to scan, detect, and respond at scale gives brands a powerful edge. But the impact of these tools depends entirely on how they are used.

When integrated thoughtfully, AI can enhance brand protection in ways that are faster, smarter, and more precise. Yet without the critical lens of human judgment, the risk of overreach becomes very real.

The brands that will succeed are those that find the right balance. Licensing executives and brand managers who embrace a hybrid model—where AI handles scale and efficiency, and people ensure context and care—will lead the way with both strength and integrity. Because protecting intellectual property is not just about eliminating threats. It is about creating systems that safeguard brand value while maintaining the trust of consumers, creators, and communities alike.

By staying informed, fostering collaboration across departments, and continuously improving how AI tools are applied, we can build a smarter, more equitable future for brand protection—one that preserves what matters most without compromising on fairness or foresight.

Simran Bhatia is a Brand Licensing Technologist at leading apparel and accessories company Isaac Morris Ltd. She is a forward-thinking brand strategist who blends AI, licensing, and market insights to drive innovation. Working closely with cross-functional teams, she builds smart tools that simplify workflows and support better decision-making. Her focus includes optimizing brand partnerships, leading data-driven negotiations, strengthening licensor relationships, and tracking consumer and cultural trends to uncover new opportunities and keep brands ahead of the curve.