Presented by the 2026-2027 Non-Traditional Marks Committee

As branding evolves into immersive, hyper-interactive experiences, trademark law faces new frontiers. This multidisciplinary session will explore how legal frameworks must adapt to protect non-traditional brand elements, such as gestures, haptics, in-game moves, and AI-personalized user interactions, across emerging technologies like extended reality (XR), wearables, and AI-powered platforms. Panelists will examine whether unique in-game gestures or AI-defined interface behaviors can serve as protectable intellectual property, and how machine learning is reshaping authorship, distinctiveness, and enforcement. The session will also address the role of AI in monitoring infringement and the broader implications for IP practitioners advising clients in digital-first markets.