What does the consumer's brain actually see, and can AI prove it? This webinar cuts through the noise, bridging cutting-edge AI technology with the realities of trade mark practice.
Using the landmark Thatchers v. Aldi "lookalike" case as its lens, the session goes far beyond legal theory. Alice Anderson of GJE will start the session by dismantling the jargon - from large language models to the risks of AI "hallucinations" - giving practitioners the vocabulary they need to operate confidently in an AI-shaped legal landscape.
Through facial coding and attention mapping, Aaron Itzkowitz, CEO of EmotionTrac, will show how AI can visualise subconscious consumer responses and generate hard empirical evidence for Section 10(3) arguments - evidence traditional surveys cannot produce.
Thatchers was chosen for good reason: it's everywhere, it's debated, and it now sits at the heart of a genuinely provocative question. If a standard confusion survey says no, but AI-powered sentiment analysis shows a 1:1 sentiment transfer - who's right?
Join us to find out whether AI is ready to redefine how we prove unfair advantage.
Learning Outcomes:
- Decode essential AI terminology every IP practitioner needs to know
- Understand why traditional consumer surveys fall short in proving unfair advantage
- See how facial coding and attention mapping can function as legal evidence
- Evaluate AI's readiness to reshape confusion and unfair advantage arguments
Meet your speakers
Alice Anderson, GJE
Alice has been working in the IP profession for over 10 years and assists clients in devising and establishing their brand protection strategy from initial selection of a trade mark through clearance searches, to filing, prosecution and enforcement.
The majority of Alice’s work focuses on start-ups and medium sized UK clients in the early stages of protecting their brand, making sure that the right questions are asked at the outset and providing strategic advice. She also deals with large multi-national clients where the focus lies more in enforcement and portfolio management, including health checks of existing portfolios.
Alice is part of the GJE specialist Food & Drink & Hospitality team and has particular expertise in guiding start-ups in this area preparing to launch a new product.
Aaron Itzkowitz, EmotionTrac CEO
Aaron is the CEO of EmotionTrac, a pioneer in AI-driven valuation and behavioral analytics. He helps legal professionals move beyond guesswork by using AI-powered emotional analysis to uncover the 95% of unconscious drivers that shape human decision-making.
By leveraging facial coding and "Pre-Trial" testing, Aaron provides data-driven insights that quantify brand engagement and consumer perception, allowing practitioners to navigate the legal landscape with clarity and confidence.
Cost
- Member £0 (VAT exempt)
- Standard £35 (VAT exempt)
To note
- Payment online via debit or credit card only; proforma invoices are not available.
- Full terms and conditions apply.
- Closing date: 12.30pm, Wednesday 22nd March 2026
