In September 2026, Chang Tsi & Partners' Shanghai Office, together with the Shanghai Intellectual Property Services Association, hosted the seminar in Pudong New Area, Shanghai, under the theme "Brand and Content Protection in the AI Era." The event brought together practitioners from IP authorities, in-house legal and IP teams, industry professionals and the legal sector to discuss key developments under China's revised Trademark Law and the evolving boundaries of rights in AI-generated content.

As AI becomes increasingly embedded in brand development, content creation and day-to-day business operations, companies are encountering new questions that cannot always be addressed through traditional IP protection models. The forum examined these challenges from both regulatory and practical perspectives, offering businesses insights into how to prepare for changes under the revised Trademark Law while developing appropriate strategies for managing AI-related IP risks.

Chang Tsi's Partner Michael Fu shared insights into the key changes introduced by China's revised Trademark Law, with a particular focus on what businesses should consider before the new rules take effect. Drawing on practical experience in trademark management, Michael discussed how the revised framework may affect trademark registration, use and rights protection. He highlighted the importance of taking a more comprehensive approach to trademark management that extends beyond filing applications to encompass actual use, portfolio maintenance and evidence preservation.

Leslie Xu, head of the firm's Shanghai Office and Corporate Law Practice, addressed another increasingly important issue: the legal and practical boundaries surrounding AI-generated content. As businesses increasingly use AI to generate text, images, audio, video and other forms of content, questions surrounding authorship, ownership, protectability and potential liability are becoming more prominent. Leslie explored these issues from the perspectives of creation, identification and responsibility, drawing on practical cases to illustrate the risks businesses may encounter when generating and commercially using AI-assisted content.

The forum concluded with a roundtable discussion bringing together representatives from government, enterprises and the legal sector. The participants exchanged views on how companies can balance brand protection objectives with commercial needs and develop effective approaches to content protection in increasingly digital and AI-driven business environments. The discussion connected the legal developments addressed during the presentations with real-world business scenarios, covering practical considerations for trademark management, AI-generated content and broader IP risk management. The exchange of perspectives provided attendees with a more comprehensive understanding of emerging risks and possible approaches to developing IP protection strategies.

As the IP landscape continues to evolve alongside technological innovation, effective protection increasingly requires companies to look beyond individual rights and consider their broader IP management strategies. Proactive planning, clear internal processes and closer alignment between IP protection and business operations will be increasingly important for companies seeking to navigate the opportunities and challenges of the AI era.