Brand Protection: Using AI to Undo Damage Caused By... AI

Just when we thought we were getting to know what generative AI was, a more advanced kind of AI is attracting attention in the brand protection world: the agentic kind. What’s more, agentic AI for brand protection is being used to eradicate brand infringements exacerbated by its generative counterpart.

Whereas generative AI such as ChatGPT can only perform tasks that humans prompt it to perform, one could say that agentic AI has a mind of its own – albeit a mind that is confined to a particular domain. This means that agentic AI can autonomously perform complex tasks, make decisions, exhibit goal- oriented behaviour, and interact with environments or users, with minimal to no human oversight.

With such abilities, the online brand protection tasks that agentic AI is able to perform include: