USPTO's Squires Sees TMs As Key Tool Against AI Deepfakes

By Editorial Team

U.S. Patent and Trademark Office Director John Squires emphasized the significance of trademarks in combatting artificial intelligence deepfakes during a webinar on Wednesday. Squires highlighted that name, image, and likeness rights are crucial in addressing this issue, drawing parallels to popular culture and sports analogies.

Squires pointed out that leveraging trademarks can be a practical approach to tackle the challenges posed by AI deepfakes. He indicated that focusing on protecting name, image, and likeness rights aligns with the current trajectory of the industry.

During the webinar, Squires made references to pop culture and used sports metaphors to underscore the importance of utilizing trademarks as a tool against AI deepfakes. He emphasized the need for proactive measures to safeguard intellectual property rights in the face of advancing technology.

As the Director of the USPTO, Squires' insights shed light on the role of trademarks in addressing emerging threats posed by AI deepfakes. His remarks underscore the evolving landscape of intellectual property protection in the digital age.