Insights
Navigating Ethics in the Age of AI: A Call for Transparency and Accountability in Trademark Search
Andi Benjamin
Apr 10, 2025
“Ethics cannot be separated from technology. When developing AI, we are not just creating neutral machines but embedding our values and ethical choices into these systems.”
These words, written almost a decade ago by the brilliant Dutch professor Mireille Hildebrandt, are truer today than ever before. And they are particularly resonant for the trademark industry, which is currently undergoing an AI revolution. Businesses and legal professionals can now conduct trademark searches with unprecedented speed and efficiency. The results have been remarkable. But as we become more and more reliant on AI, we must carefully consider the ethical implications of the technology—and act accordingly.
Haloo’s approach to AI ethics
AI ethics refers to the moral principles that guide the development and application of AI. A solid ethical foundation helps to ensure that AI is used with fairness, transparency, and integrity.
For us at Haloo, AI ethics are not merely an afterthought; they are firmly embedded in our DNA and central to what we do. Our company’s founder and CEO, Julie MacDonell, has consistently stressed the necessity of AI ethics. Her steadfast commitment has trickled down and now shapes every aspect of our AI-powered trademark solutions.
The AI data problem
Through extensive research into the trademark industry, Haloo has uncovered a severe lack of quality and transparency in the data that fuels AI-driven trademark search and watch tools. This is a wide-ranging and systemic issue, which has significant repercussions; it impacts the accuracy of trademark searches, watch services, and brand protection strategies worldwide.
The truth is that AI systems, no matter how advanced, are only as good as the data they rely on. Flawed data can produce misleading results, and this can be detrimental for businesses and legal professionals.
Four of the most troubling data issues we have identified include:
Data update delays
Many jurisdictions experience considerable delays in updating trademark records. It is common to see lags lasting several months—even in key markets such as Canada and the US. In some cases, the lags extend for years.
Missing trademark records
Trademark databases are plagued by major gaps. There are thousands of missing records in jurisdictions all over the world, including Canada, the US, and the UK. Again, the issue stems from the underlying data. Without access to complete datasets, AI-powered search tools are prone to overlook critical trademarks, which can lead to significant problems for users.
Data quality issues
Data inconsistencies and inaccuracies are widespread across all jurisdictions. These include:
Incorrect trademark statuses
This can cause faulty assumptions about active and abandoned marks.
Incorrect registration and application dates
This can disrupt the ability to accurately assess filing timelines.
Application numbers missing from records
This can make it impossible to track trademarks effectively or set up watch alerts.
Incorrect or outdated owner and representative information
This can create confusion in enforcement actions and legal proceedings.
Poor translations
In multinational trademark portfolios, translations are crucial for accurate searches. Yet many databases suffer from inadequate or inconsistent translations. This complicates and slows down the process of comparing marks across different languages and jurisdictions.
The push for global coverage
About a decade ago, software providers in the trademark industry decided to emphasize “global coverage” as a selling feature. They pushed to include as many jurisdictions as possible in search databases. But this strategy has led to a severe erosion in data quality. Rather than ensuring accuracy in critical jurisdictions, many providers now include vast—but unreliable—datasets. This creates the illusion of comprehensive coverage but is ultimately lacking.
Haloo rejects this approach. We recognize that while trademarks are registered worldwide, not all jurisdictions carry equal weight in trademark strategy. We have identified approximately 50 countries that are truly consequential for trademark search and enforcement. Instead of inflating our database with incomplete or low-quality records for the sake of marketing, we prioritize accuracy and transparency in these key jurisdictions. This enables us to deliver reliable, actionable results for our users.
The impact of data deficiencies
The ramifications of data deficiencies are serious. Trademark search and watch services are designed to help businesses safeguard their brand assets, detect potential infringements, and make informed filing decisions. But when these services rely on flawed data, they fail in their core mission. This can play out in the following four ways:
False negatives
When missing or outdated records prevent AI from identifying relevant trademarks, businesses risk launching brands, products, or marketing campaigns that infringe upon existing marks. This can result in costly legal disputes, rebranding efforts, and reputational damage.
False positives
Incorrect status updates or misattributed ownership data are also problematic. These can cause businesses to perceive conflicts that do not exist, and waste resources on legal consultations, oppositions, or cease-and-desist actions.
Inaccurate watch alerts
Trademark watch services depend on timely updates. This enables them to flag new applications or changes that could affect brand protection. When data lags by months or years, watch alerts fail to catch emerging threats. This leaves businesses vulnerable to bad-faith filings and infringement.
Challenges in global trademark protection
For companies operating across multiple jurisdictions, the lack of standardized and high-quality data impedes their ability to secure trademark rights internationally. Without reliable information, portfolio management becomes fragmented and ineffective.
The ethical AI imperative: Haloo’s commitment to change
The data issues we’ve highlighted are not just technical problems—they represent a fundamental ethical failure in the intellectual property industry. AI-driven trademark tools must be built on reliable, high-quality data, and users are entitled to full transparency into the limitations and strengths of the datasets being used.
Haloo is leading the charge for change by advocating for the following four principles:
Full transparency in data usage
Customers should have access to information about the origin, accuracy, and timeliness of the data that fuels AI-driven trademark search and watch services.
A commitment to data integrity
Rather than chasing global coverage as a marketing tactic, software providers must prioritize accuracy, completeness, and standardization in trademark data.
Innovation in data verification
Manual verification processes are outdated. They also contribute to harmful data delays. The industry must invest in modern verification technologies to improve both speed and reliability.
AI that enhances, not obscures
AI should not be used to mask underlying data issues; instead, it should be leveraged to enhance data quality, detect inconsistencies, and provide transparent insights to users.
Final thoughts about AI ethics in trademark search
As the leader in AI-powered trademark search and watch, Haloo is dedicated to setting a new standard for ethical AI. In keeping with Mireille Hildebrandt’s philosophy, we believe that the future of brand protection is not just a function of technological progress; it must be grounded in a steadfast commitment to data transparency, accuracy, and ethical responsibility.
The time for change is now. Haloo is proud to lead the charge, ensuring that AI serves as a powerful tool for businesses and legal professionals to protect their most valuable asset: their brand.
