The application of AI technologies: Enforcement of trademark rights on e-commerce marketplaces

The rapid growth of e-commerce marketplaces has posed significant challenges to the enforcement of trademark rights. With the emergence of artificial intelligence (AI) technologies, new opportunities and strategies have emerged for effective trademark enforcement on these platforms. This article examines the transformative role of AI technologies in the protection of trademark rights on e-commerce platforms. It discusses how AI can enhance monitoring, detection, and enforcement of trademark infringements by leveraging advanced methodologies such as machine learning, natural language processing, and computer vision. It discusses how AI can enhance monitoring, detection, and enforcement of trademark infringements by leveraging advanced methodologies such as machine learning, natural language processing, and computer vision. The article identifies the various capabilities of AI technologies in effectively combating counterfeiting, highlights the substantial benefits these tools provide to brand owners, and addresses the ethical and legal considerations accompanying their implementation. Furthermore, it provides insights into limitations faced by stakeholders when integrating AI into trademark enforcement strategies. Ultimately, this article aims to furnish comprehensive recommendations for improving the efficiency of AI-driven enforcement mechanisms, ensuring a reliable and trustworthy environment for consumers and brand owners alike. © 2025 John Wiley & Sons Ltd.