人工智能时代商标法中的消费者之挑战与重塑  

Challenges and Reshaping of the Consumers in Trademark Law in the Era of Artificial Intelligence

作　　者：袁振宗 王太平 Yuan Zhenzong;Wang Taiping

机构地区：[1]中山大学法学院 [2]华东政法大学知识产权学院

出　　处：《知识产权》2025年第2期87-109,共23页Intellectual Property

摘　　要：人工智能技术在商品消费领域的运用不仅丰富了购物信息,也催生了商品推荐、视觉搜索、语音购物以及预期购物等新型消费模式。在智能购物环境下,消费者参与购物的方式有所转变,对人工智能的路径依赖不断强化,商标不再是消费者选择商品的唯一依据。这极大地冲击了以“有限的认知能力”“充分的购买参与”“完整的购买决策权”为核心所构建的商标法中的消费者形象。人工智能在丰富购物信息的同时,也降低了混淆可能性,原有的消费者标准有所不适应。消费者决策权比重下降导致传统消费者标准失灵,甚至完全失效。为了适应人工智能时代的消费模式,必须提高商标法中的消费者标准,类型化分析人工智能对消费者的辅助作用,明确在人工智能替代场景下消费者的地位和认知方式。The application of artificial intelligence(AI)in the field of consumer goods not only enriches shopping information,but also gives rise to new consumption patterns,such as product recommendation,visual search,voice shopping and automated shopping.In the intelligent shopping environment,the way that consumer participate in shopping has changed,the path of dependence on AI is increasing,and the trademark is no longer the only basis for consumers to choose goods.This has brought great impacts on the image of consumers in trademark law,which is constructed on the basis of"limited cognitive ability","full participation in purchase"and"complete decisionmaking authority in purchase".AI has enriched shopping information and reduced the likelihood of confusion,which makes the original consumer standard unadaptable.The decline of the proportion of consumer decision has led to the failure of the traditional standard of the consumer,or even the complete failure of the consumer standard.In order to adapt to the consumption pattern in AI era,it is necessary to raise the consumer standard in trademark law,grasp the assisted role of different types of AI on consumer through typology analysis,and clarify the status and cognitive mode of consumer under the substituted scenario of AI.

关 键 词：人工智能 消费模式 消费者决策 消费者构建 消费者标准 

分 类 号：D923.43[政治法律—民商法学] TP18[政治法律—法学]