In our previous article, we took a broader look at the world of trademarks. We discussed which types of signs can be registered, how the registration process works, the most common mistakes, and the benefits trademarks bring to companies.
Today, we focus on one specific step that often determines the success or failure of an entire trademark registration—the trademark search conducted before filing an application. More specifically, we look at how this process is being transformed by artificial intelligence (AI).
The Importance of Trademark Researches
A trademark research is essentially “due diligence” for your sign in a given territory. It is an analysis that evaluates the state of trademark registers in the selected jurisdiction and determines whether an identical or similar trademark already exists, whether filing your sign could conflict with earlier rights, or whether your sign is descriptive, generic, laudatory, or otherwise unfit for trademark protection.
Without a proper research, you risk:
- investing in a sign that someone else already uses,
- facing legal disputes for infringement of third-party rights,
- having your trademark application rejected by the registration office,
- losing money spent on marketing, design, and legal services.
A Practical Case: When a Name Makes the Difference
Imagine a Slovak startup developing a financial management app called Finovo. Before filing an application with the Slovak Industrial Property Office, the company uses an AI-powered tool to conduct a trademark research. The system flags that a similar mark, Finova, already exists in Germany for financial services.
Without AI, the company might have overlooked this risk, filed the application, and later faced opposition or even a ban on using the brand. Thanks to an early search, however, the startup can choose an alternative name, saving both money and reputation.
At our firm, we believe that every successful trademark story begins not with a slogan or logo, but with a professionally
conducted search. That is why we often tell our clients: “Before you start building a brand, make sure the road is clear.”
What Defines a High-Quality Professional Research
A professional trademark research is not just about “looking something up” in a trademark database. It is a strategic analysis that requires not only technical skills and advanced search tools, but also an understanding of the context in which the trademark/brand operates or is intended to operate.
A key prerequisite is a solid understanding of the relevant business segment—what activities the company performs, what products it manufactures, or what services it provides. This knowledge must then be translated into the “search language,” namely the classes of goods and services under the Nice Classification (NCL 12–2025).
Equally important is a clear understanding of the territory or territories in which the trademark/brand will be used. Only someone who understands the client’s business environment and the real nature of trademark protection can correctly distinguish between genuine collision risks and remote similarities with no real legal significance.
A high-quality research therefore combines data, legal interpretation, and business context—only then can its results be truly reliable.
Common Myths About Trademark Researches
In practice, we often encounter myths and unrealistic expectations regarding trademark researches:
- Global protection and global researches: Many clients believe it is possible to secure “global trademark protection” and therefore conduct worldwide searches. In reality, this is neither technically nor legally feasible, as trademark protection is always territorial.
- Protection for all goods and services: Another common myth is that a trademark can be protected for all possible goods and services. In practice, protection must be limited to specific classes relevant to the business.
These myths show that a proper search must reflect the real scope of trademark protection in terms of territory and classes, in order to deliver realistic and usable recommendations.
Poor-Quality Researches as a Frequent Problem
We are often approached by clients who encounter problems due to poorly conducted researches—whether because of superficial analysis, incorrect risk assessment, lack of expertise, or reliance on unreliable tools.
It is also common for clients to conduct researches themselves using internet search engines or publicly available databases. At first glance, everything may seem fine, but after filing the application, they are often unpleasantly surprised by rejection or by claims from owners of earlier trademarks demanding withdrawal or compensation.
These situations demonstrate that a trademark research is not a mere technical formality, but a professional step with direct legal and business consequences. Investing in a high-quality search pays off many times over compared to the costs of litigation or rebranding.
Traditional Researches: Manual Work and Time-Consuming Processes
Traditionally, trademark researches were carried out manually. Lawyers or research specialists reviewed databases of registration authorities such as EUIPO, WIPO, USPTO, or national offices, searching for potential conflicts using keywords and comparing results.
Such researches took hours or even days, and even with maximum care, there was always a risk of missing something. The human eye is simply not designed to review tens of thousands of records efficiently.
And Then AI Arrived
The rise of artificial intelligence has transformed this area of legal practice as well. Modern AI systems can analyze vast volumes of data from trademark registers, the internet, domain names, and social media.
Instead of simple word-based researches, AI can:
- compare phonetic variations and identify marks that sound alike even if spelled differently,
- analyze visual similarity of logos using computer vision algorithms—while a human can compare only dozens of logos, AI can process thousands. Convolutional neural networks (CNNs) analyze shapes, colors, symmetry, and iconographic elements and can detect similarities even when logos are modified (e.g. color changes, different fonts, simplified shapes), far beyond older systems based solely on Vienna Classification codes,
- understand context—for example, that “Apple” may refer to a technology brand or a fruit, depending on the class of goods and the industry,
- predict the likelihood of conflict—not only finding similarities, but assessing the risk of dispute.
The result is a research that can be completed in minutes with a level of accuracy that would require enormous effort from a human.
Combining AI and the Human Factor: The Best Strategy
AI significantly accelerates the process, but it does not replace expert judgment. Even automated researches must always be supplemented by human interpretation—taking into account business realities, cultural differences, and linguistic specifics. Ultimately, it is the expert who must assess whether a detected similarity is legally relevant.
An algorithm may indicate that “Quickli” and “Kwikli” are similar, but it cannot:
- fully account for case law on likelihood of confusion,
- assess the reputation of an earlier trademark,
- evaluate the requirement of genuine use of an earlier mark,
- estimate the commercial significance of a sign in a specific market.
In other words, AI provides data and analysis, but legal conclusions remain the responsibility of humans.
A properly designed process therefore looks like this:
- AI conducts the search and identifies risks.
- A lawyer evaluates the results and adds legal context.
- The client receives a clear recommendation—to register, modify, or choose a different sign.
How AI Is Changing the Role of Lawyers
AI is not only transforming the technical side of researches, but also the role of trademark professionals. Whereas their value once lay in the ability to “find” information, today it lies in interpreting, filtering, and strategically using that information.
AI does not take jobs—it elevates them. The research specialist becomes an analyst and advisor, shaping strategy for effective brand protection rather than merely identifying conflicts.
Where AI Falls Short: Limits and Risks
AI-powered tools are powerful, but they have limits. Not all trademark databases are comprehensive or fully up to date, and some risks may remain undetected. Moreover, AI itself is not a legal authority.
Relying solely on AI results without expert verification is therefore not advisable.
Trademark Researches in Our Firm: Expertise Meets Technology
We aim to provide clients with high-quality, professional trademark researches that combine legal expertise with advanced AI-based tools. For clients ranging from entrepreneurs and startups to branding and naming agencies, we offer various types of researches tailored to different needs and budgets—from quick preliminary checks to comprehensive researches that also cover business names, domain names, and social media profiles that may pose potential conflicts.
We also perform bulk researches, particularly suitable for naming and branding agencies that need to assess multiple names at once. This approach provides clients with clear, strategic insights, enabling informed decisions and minimizing the risk of disputes or application refusals.
Conclusion
Trademark researches are no longer just about finding similar names. They are about data analysis, understanding language, visuals, and context.
Artificial intelligence is transforming this process—making it faster, more accessible, and more accurate. But the most important principle remains:
AI is a tool, not a decision-maker
Understanding the legal framework, client needs, and brand value remains a human responsibility. Combined with modern technology, however, it allows for something once impossible: fast, accurate, and strategic brand protection from the very beginning.