‘Efficiency Enhancers, Not Revenue Disruptors’: Lawyers Analyse USPTO’s AI Trademark Tools

Managing IP recently spoke with  trademark practitioners about the USPTO’s newly released AI tools, which are designed to streamline trademark searches, classification, and application preparation. While the tools promise greater efficiency for brand owners, experts agree they will not replace the strategic value of experienced trademark counsel. 

Finnegan partner Danny Awdeh noted that the firm has long encouraged clients to take advantage of USPTO resources to support early‑stage brand decisions. “We always encourage clients to utilize the USPTO’s resources and online search capabilities when they're contemplating adopting different brands and assessing what level of risk each brand might face.” 

Danny noted that AI can help clients work more efficiently, but it should not be used in isolation. “In most cases, some additional diligence and searching ought to be done,” he said, underscoring that attorney expertise remains essential. 

He also acknowledged that AI may shift how clients use legal counsel, particularly for routine prosecution tasks. “Brand owners might easily identify prosecution issues without necessarily needing as much legal counsel, which will help drive costs down for the client,” Danny observed. 

Still, he stressed that the core value of trademark attorneys lies in strategic, business-aligned guidance, something AI cannot replicate. “So much of the value that we bring to our clients comes in the strategic advice of how to build a trademark portfolio intentionally to facilitate clients' objectives, both on the business and legal side,” he said. 

Danny added that this strategic layer is deeply informed by experience: “We bring the expertise and knowledge related to the client’s business objectives, coupled with experience litigating trademarks, the risks associated, and how a client should prepare for those risks.” 

Read ‘Efficiency Enhancers, Not Revenue Disruptors’: Lawyers Analyse USPTO’s AI Trademark Tools