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Sayfa 77Conclusion
The thesis has examined how the use of AI systems in online shopping environment…
At the core of trademark law are the various functions a trademark fulfills, which…
As products and services in the market are aimed at consumers, trademarks are also…
However, when AI systems play a significant role in the purchasing process, these…
Still, AI systems, unlike human consumers, are capable of processing vast amounts…
In addition, some modes of operation of AI systems could cause post-sale and initial…
Similarly, initial interest confusion, where a consumer is initially attracted to…
In addition, algorithms like Google’s RankBrain, are already shaping how consumers…
Another important theme explored in this thesis is the personalization of AI systems…
In contrast to the joint role of consumers and AI systems in the purchasing decision,…
In this regard, legal standards for evaluation of confusion should be revised to…
The rise of AI systems renders certain trademark functions less relevant as well.…
Given the rapid evolution of AI systems and their growing role in consumer purchasing…
In the interpretation of these concepts in light of AI involvement in purchasing…
Lastly, a trademark as a sign by itself lacks the ability to provide the amount of…
In conclusion, AI systems challenge the concepts of the average consumer and the…
3.3.Machine Readable Formats as New Unconventional Trademarks
List of Legislation
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