人工智能时代商标功能的嬗变及其制度因应  

The Evolution of Trademark Functions and Responses from Trademark Law in the Era of Artificial Intelligence

作　　者：高源 冯晓青[1] Gao Yuan;Feng Xiaoqing

机构地区：[1]中国政法大学民商经济法学院

出　　处：《知识产权》2024年第2期21-43,共23页Intellectual Property

基　　金：国家社科基金重大项目“创新驱动发展战略下知识产权公共领域问题研究”(17ZDA139)的阶段性研究成果。

摘　　要：保护消费者利益是商标制度的重要价值目标。人工智能通过精准营销、体验式消费、替代决策等形式介入消费活动,在引发消费行为转向的同时逐渐动摇了以识别来源功能和广告功能为支柱的商标制度。对商品来源的抽象与对背景信息的简化本是商标的独特优势,却在与具有强大信息整合能力的人工智能的比较中日渐显现出信息遗漏与信息不对称的问题;商标具有财产属性,其使用能够刺激消费,但由于智能消费逐渐导致商标应用程度的降低,其广告效果也将有所削弱。因应人工智能时代商标功能的嬗变,商标制度应巩固其维护信息分配正义与竞争秩序的价值目标;强化对售后混淆的防范,全面保护识别来源功能;有限拓展反淡化规则的适用,在对广告功能的保障中实现对商誉的维护。Protecting consumers'interests is a significant goal in trademark law.Artificial intelligence(Al)is increasing shaping consumption activities through precision marketing,experiential consumption,and alternative decision-making.As consumer behaviors evolve,the traditional trademark system,centered on the identification and advertising function,faces great challenges.While the abstraction of source and the simplification of background information are once the unique advantages of trademarks,the rise of AI highlights problems of information omission and information asymmetry gradually due to its robust information integration capabilities.Although trademarks can stimulate consumption through their property attribute,the widespread adoption of AI may weaken their advertising effect.In response to the evolution of trademark function in the era of AI,emphasis should be placed on the value of trademark law in promoting distributive justice and maintaining competition order.Measures should be taken to prevent postsale confusion and protect the identification function of trademarks.Moreover,there is a need to develop dilution rules to reinforce the advertising function while enhancing goodwill.

关 键 词：人工智能 智能消费 消费决策 商标功能 商标制度 

分 类 号：D923.43[政治法律—民商法学]