Technology 2 min read

WIPO Launches Image Search Tool for Brand Trademarks

Monster Ztudio /

Monster Ztudio /

In an effort to help brands establish distinct trademarks in a target market, the World Intellectual Property Organization has released an AI-powered image search tool to make the process easier and faster.

To date, image search tools identify similarities of trademark images based on the colors and shapes present in the marks. WIPO reportedly enhanced this existing technology with the use of deep machine learning.

The process allows the AI to determine multiple combinations of concepts present in an image to search for similar marks that have already been registered in the past. The new trademark search tool provides results containing a narrower and more precise group of potentially similar marks, boosting better strategic planning of brand expansions in new markets.

Francis Gurry, WIPO Director General, said in a statement:

“In the field of trademarks, our state-of-the-art AI technology is a major improvement that will create greater certainty for the development of new image marks and greater ease for monitoring potentially misleading or conflicting new registrations.”

AI-Powered Image Search Tool

According to WIPO, their AI-powered image search tool covers the archives of 45 trademark offices participating in their project. This brings the total of searchable trademarks to 38 million from around the world. Gurry added:

“The increasing demand for IP rights across the globe is overwhelming current-generation systems, which is why WIPO is leading on the development of artificial intelligence-based tools that improve the global IP system.

A larger data pool means better AI results, so I encourage trademark offices whose collections are not included in the Global Brand Database to consider adding them as soon as they can.”

The similarity algorithm used in the AI image search enables searchers to integrate it with other search criteria. For instance, restricting the results list to a given set of jurisdiction.

On the other hand, users submitting complex or composite images can use the in-built editing tool to crop particular search regions of interest in their image, further optimizing it for more relevant results.

Read More: This Is How Redditors Manipulated Google’s Image Search Engine

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Chelle Fuertes

Chelle is the Product Management Lead at INK. She's an experienced SEO professional as well as UX researcher and designer. She enjoys traveling and spending time anywhere near the sea with her family and friends.

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