This table topic aims to encourage participants to share practical experiences and forward-looking ideas on integrating technology with brand protection and enforcement, in line with INTA's strategic direction to champion the value of IP and embrace transformation and change. This focused discussion will foster actionable insights and collaborative thinking for the future of brand assets. Discussion topics include 1. how emerging technologies such as artificial intelligence (deep fake), blockchain, and data analytics are transforming or may transform the registration, monitoring, and enforcement of IP rights and 2. how professionals and organizations can respond to the risks posed by technological change.