WHITE PAPER. Artificial Intelligence, Human Expertise. How Technology and Trademark Experts Work Together to Meet Today s IP Challenges

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1 WHITE PAPER Artificial Intelligence, Human Expertise How Technology and Trademark Experts Work Together to Meet Today s IP Challenges

2 2 Clarivate Analytics Artificial Intelligence, Human Expertise The state of the global trademark landscape can be summed up in three words: complex and constantly changing. In a continually expanding sea of millions of brands, IP professionals must pinpoint those pertinent to their trademarks faster and more efficiently than ever before. Meeting that challenge requires both advanced technology including artificial intelligence or AI and the knowledge only highly experienced human trademark experts can provide. This paper explores how CompuMark provides this unique combination of machine and human intelligence to meet the rapidly evolving needs of IP professionals. Transformative Technology Artificial Intelligence (AI) and machine learning are transforming a range of industries, including the practice of law. In a 2016 blog post on AI, legal technology thought leader Kingsley Martin of KMStandards predicted that the next few years will likely favor lawyers who can use partial states of automation to outperform their peers. 1 A recent Thomson Reuters article named AI one of the top three emerging tech trends in 2017, stating that the advancement of machine learning and other techniques in artificial intelligence are giving businesses and their development teams the opportunities to design data-driven applications that can recognize patterns to become sufficiently cognitive to reduce and even automate repetitive manual work. 2 AI offers important advantages for trademark research, automating complex cognitive tasks to improve search and watch results, while dramatically improving speed and efficiency. Innovation Fueled by Trademark Expertise AI is nothing new at CompuMark; it has been at work in our trademark research solutions for more than 20 years. But technology alone is not enough. Achieving the accuracy and precision IP professionals demand requires a combination of intelligent machines together with deep trademark and linguistic expertise. Researching trademarks is about getting all the details right. That s where you need years of experience and specialized knowledge that goes beyond technology, says Peter De Bruyne, CompuMark s Senior Director of Global Trademark Technology. To achieve that knowledge, CompuMark technologists work closely with the industry s most experienced trademark analysts and linguists, according to CompuMark research scientist Peter Keyngnaert. We spend weeks observing what they do, learning why they are doing it a particular way, why they choose particular results, and so on, says Keyngnaert. After many years of this close collaboration, our technologists really think like trademark analysts. He says this insight is key to developing solutions that deliver more targeted search and watch results. Human and Machine Intelligence at Work This combination of trademark, linguistic and machine intelligence powers many of the CompuMark services trademark professionals rely on every day. For example, CompuMark s trademark watching solution has employed neural network technology for decades. Neural networks are designed to work in much the same way as the human brain works, capable of determining and creating connections among related concepts. The network is trained using vast amounts of specifically preprocessed trademark data to accurately perform semantic equivalence, determining the relatedness of words. 1 Artificial Intelligence: How will it affect legal practice and when? Thomson Reuters Innovation Blog, 27 April The top three emerging tech trends in 2017, Thomson Reuters, 24 February

3 Clarivate Analytics Artificial Intelligence, Human Expertise 3 The next few years will likely favor lawyers who can use partial states of automation to outperform their peers. Kingsley Martin, KMStandards 1

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5 Clarivate Analytics Artificial Intelligence, Human Expertise 5 A more recent example of how CompuMark uses AI technology is our industry-first TM go365 self-service clearance solution. It employs neural networks and other AI technologies to automate and accelerate complex trademark search and analysis processes. Deep learning techniques are used to identify semantically related terms, further improving recall to minimize the risk of missing relevant marks. Advanced processing technologies deliver results in seconds. The Value of Experience While AI and neural networks will play an expanding role in CompuMark solutions, De Bruyne emphasizes they are intended to complement, not replace, human analysts. We try to combine what AI does best with what the trademark analyst does best, he says. CompuMark trademark analysts are among the most experienced in the world. Search analysts have 15 years experience and watch analysts have 17 years experience on average. This enables them to make nuanced judgements that machines cannot, according to De Bruyne. CompuMark analysts develop relationships with customers that often extend for years, giving them a keen understanding of what s important to each customer. They can look at search or watch results and order them in a way that s most meaningful to the customer, De Bruyne explains. That s far more difficult than it sounds, because lots of factors weigh into determining what makes a mark relevant to that customer. CompuMark has web analysts in five countries, offering regional knowledge and language skills that enhance their ability to identify relevant common law findings. Similarly, there are dedicated analyst teams with specialized expertise for key industries, such as pharmaceuticals. Reliable Data for Reliable Results Good decisions must be based on reliable data. That s why CompuMark has a dedicated team of quality analysts who review and correct data from the trademark offices before adding them to CompuMark s proprietary trademark database. The team reviews hundreds of trademark records daily, often finding errors such as a word mark that doesn t match the image. Analysts also enhance the records to help ensure relevant results are not missed. For example, a quality analyst would look at a multi-word mark or slogan and attach strength to the most important parts of that mark. Analysts also cross-reference the data to phonetically related marks to help ensure a search will turn up all relevant variations. De Bruyne notes that the trademark database is continually updated to keep pace with cultural and linguistic trends. For example, up until recent years, the pound sign just meant a number sign. Now it s a social media hashtag, so that s part of our cross-referencing, he says. Future Technology Advances Innovation never stands still. CompuMark research scientists are continually working on even more advanced search and watch solutions to extend the capabilities and efficiency of trademark professionals. For example, next-generation trademark watching solutions will deliver even greater speed and precision. Using AI to further refine semantics, the goal is to catch even more relevant, targeted results to reduce risk and save trademark professionals valuable time. We are also working on ways to have the machine observe how a customer works and automatically fine-tune results to deliver results according to the unique needs of that customer, providing targeted insight that helps IP practitioners work even more efficiently. No matter what direction innovation takes, it is always focused on the realworld needs of trademark professionals, Keyngnaert says. Technology plays a key role in culling down massive amounts of information and displaying it in a way that allows human experts to make accurate decisions quickly, with great confidence, Keyngnaert says. But equally important is giving our customers choices to match their budget, risk tolerance, and longevity of the brand they are launching. Whether they want a self-service search solution or one that relies on our expert analysts, we have them covered.

6 6 Clarivate Analytics Artificial Intelligence, Human Expertise CompuMark: A Legacy of Trademark Research Innovation For nearly 50 years, CompuMark has been leading the industry with advanced technology fueled by trademark insight to meet the rapidly evolving needs of IP professionals. Today, we continue to build on this legacy of innovation with sophisticated technology solutions that give our customers a competitive edge. We will continue to combine deep trademark and linguistics expertise with advanced, intelligent technology to provide the rapid, reliable intelligence trademark professionals need to establish and protect their brands in markets around the world. Late 1960s First computerized trademark search system First automated trademark watching service TrademarkScan, the first publicly available searchable electronic trademark database SAEGIS, the first web-based trademark search system. Late 1990s First use of neural networks for watching SERION Online Trademark Environment, automating many trademark tasks TM go365, a revolutionary self-service trademark clearance solution TM go365 Image Search, delivering results based on advanced image recognition technology.

7 Clarivate Analytics Artificial Intelligence, Human Expertise 7 After many years of this close collaboration, our technologists really think like trademark analysts. Peter Keyngnaert, CompuMark Research Scientist

8 Clarivate Analytics Artificial Intelligence, Human Expertise About the Experts Peter De Bruyne Peter De Bruyne is Senior Director of Global Trademark Technology for CompuMark, providing strategic guidance and management of CompuMark s global engineering team. In over 20 years of experience at CompuMark, Mr. De Bruyne has held various management positions while overseeing system architecture, software engineering, quality assurance, and project management, and developing a series of software applications for trademark professionals. Peter Keyngnaert Peter Keyngnaert is Manager, Research Scientist for CompuMark. He oversees a team of research scientists focused on leveraging the latest research on artificial intelligence and natural language processing to deliver optimal trademark search results within CompuMark s platforms. Since joining the company in 2001, Mr. Keyngnaert has supported the development of CompuMark s screening, search & watch engines, as well as several proprietary decision support tools. CompuMark CompuMark provides the industry s broadest range of trademark research and brand protection solutions. We enable trademark and brand professionals worldwide to launch, expand and protect strong brands through unmatched global content, expert analysis and tools, and best-in-class service. Clarivate Analytics Clarivate Analytics accelerates the pace of innovation by providing trusted insights and analytics to customers around the world, enabling them to discover, protect and commercialize new ideas faster. Formerly the Intellectual Property and Science business of Thomson Reuters, we own and operate a collection of leading subscription-based services focused on scientific and academic research, patent analytics and regulatory standards, pharmaceutical and biotech intelligence, trademark protection, domain brand protection and intellectual property management. Clarivate Analytics is now an independent company with over 4,000 employees, operating in more than 100 countries and owns well-known brands that include Web of Science, Cortellis, Thomson Innovation, Derwent World Patents Index, CompuMark, MarkMonitor and Techstreet,among others. For more information, visit clarivate.com. Learn more about our comprehensive solution set at compumark.com. AMERICAS Main office (USA): + 1 (800) compumark.us@clarivate.com Canada: + 1 (800) compumark.ca@clarivate.com Clarivate Analytics EMEA Main office (Belgium): compumark.be@clarivate.com UK: compumark.uk@clarivate.com France: compumark.fr@clarivate.com Italy: compumark.it@clarivate.com Germany: compumark.de@clarivate.com.com compumark.com clarivate.com