{"id":33868,"date":"2026-06-16T09:00:00","date_gmt":"2026-06-16T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=33868"},"modified":"2026-06-16T10:23:17","modified_gmt":"2026-06-16T08:23:17","slug":"use-as-a-trademark-by-ai","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/use-as-a-trademark-by-ai\/","title":{"rendered":"Use as a trademark by AI"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"dc527f\" data-has-transparency=\"false\" style=\"--dominant-color: #dc527f;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-33863 size-large not-transparent\" alt=\"Markenm\u00e4\u00dfige Benutzung durch KI, k\u00fcnstliche Intelligenz, Markenrecht, Wettbewerbsrecht, Google, Parf\u00fcm, Rechtsanwalt \" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Markenmaessige-Nutzung-durch-KI-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Markenmaessige-Nutzung-durch-KI-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Markenmaessige-Nutzung-durch-KI-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Markenmaessige-Nutzung-durch-KI-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Markenmaessige-Nutzung-durch-KI-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Markenmaessige-Nutzung-durch-KI-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-97ba1214 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-a6a2a725 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_85c9096a07def342872cf12c14b32a6e\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">use as a <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">trademark<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-b2ee515c11540135415e12c5e4fad0f7 wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">by AI<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-878d3859 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-06-16T09:00:00+02:00\">16. June 2026<\/time><\/div>\n\n\n<p class=\"wp-block-paragraph\">from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-3b99a472 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Does a search engine commit an infringement on trademark rights if its AI feature mentions the name of a well-known perfume brand when searching for similar scents? Is it sufficient for trademark use if an AI automatically summarizes third-party content and uses trademarks in the process? <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 id=\"h-marken-in-ki-zusammenfassung\" class=\"wp-block-heading\">Trademarks in AI Summary  <\/h2>\n\n<p class=\"wp-block-paragraph\" id=\"h-wer-bei-einer-bekannten-suchmaschine-nach-einem-markenparfum-sucht-erhalt-inzwischen-haufig-nicht-nur-die-klassischen-treffer-sondern-auch-eine-von-einer-ki-generierte-zusammenfassung-direkt-auf-der-ergebnisseite-genau-diese-zusammenfassungen-waren-gegenstand-eines-eilverfahrens-vor-dem-landgericht-berlin-ein-parfumhersteller-wollte-gerichtlich-durchsetzen-dass-die-ki-funktionen-einer-suchmaschine-seine-markennamen-nicht-im-zusammenhang-mit-gunstigen-nachahmungen-sogenannten-duftzwillingen-oder-dupes-nennen-im-zentrum-der-entscheidung-steht-eine-fur-das-gesamte-markenrecht-zentrale-frage-liegt-in-der-nennung-der-marke-durch-eine-ki-suchfunktion-eine-markenmassige-benutzung-vor-das-gericht-hat-dies-verneint-und-den-antrag-zuruckgewiesen\">Anyone searching for a brand-name perfume on a major search engine will now often see not only the usual search results but also an <a href=\"https:\/\/kpw.law\/thema\/kunstliche-intelligenz-ki\/\" id=\"4555\">AI-generated <\/a>summary right on the results page. It was precisely these summaries that were the subject of summary proceedings before the Berlin Regional Court.   <\/p>\n\n<p class=\"wp-block-paragraph\" id=\"h-wer-bei-einer-bekannten-suchmaschine-nach-einem-markenparfum-sucht-erhalt-inzwischen-haufig-nicht-nur-die-klassischen-treffer-sondern-auch-eine-von-einer-ki-generierte-zusammenfassung-direkt-auf-der-ergebnisseite-genau-diese-zusammenfassungen-waren-gegenstand-eines-eilverfahrens-vor-dem-landgericht-berlin-ein-parfumhersteller-wollte-gerichtlich-durchsetzen-dass-die-ki-funktionen-einer-suchmaschine-seine-markennamen-nicht-im-zusammenhang-mit-gunstigen-nachahmungen-sogenannten-duftzwillingen-oder-dupes-nennen-im-zentrum-der-entscheidung-steht-eine-fur-das-gesamte-markenrecht-zentrale-frage-liegt-in-der-nennung-der-marke-durch-eine-ki-suchfunktion-eine-markenmassige-benutzung-vor-das-gericht-hat-dies-verneint-und-den-antrag-zuruckgewiesen\">A perfume manufacturer sought a court order to prevent Google&#8217;s AI features from mentioning its brand names in connection with inexpensive imitations\u2014so-called &#8220;fragrance twins&#8221; or &#8220;dupes.&#8221;  <\/p>\n\n<p class=\"wp-block-paragraph\" id=\"h-wer-bei-einer-bekannten-suchmaschine-nach-einem-markenparfum-sucht-erhalt-inzwischen-haufig-nicht-nur-die-klassischen-treffer-sondern-auch-eine-von-einer-ki-generierte-zusammenfassung-direkt-auf-der-ergebnisseite-genau-diese-zusammenfassungen-waren-gegenstand-eines-eilverfahrens-vor-dem-landgericht-berlin-ein-parfumhersteller-wollte-gerichtlich-durchsetzen-dass-die-ki-funktionen-einer-suchmaschine-seine-markennamen-nicht-im-zusammenhang-mit-gunstigen-nachahmungen-sogenannten-duftzwillingen-oder-dupes-nennen-im-zentrum-der-entscheidung-steht-eine-fur-das-gesamte-markenrecht-zentrale-frage-liegt-in-der-nennung-der-marke-durch-eine-ki-suchfunktion-eine-markenmassige-benutzung-vor-das-gericht-hat-dies-verneint-und-den-antrag-zuruckgewiesen\">At the heart of the decision lies a question <a href=\"https:\/\/kpw.law\/rechtsgebiet\/markenrecht\/\" id=\"209\">that is central to trademark law <\/a>as a whole: Does the mention of a trademark by an AI search function constitute use of the trademark?  <\/p>\n\n<h2 id=\"h-was-war-passiert\" class=\"wp-block-heading\">What had happened?<\/h2>\n\n<p class=\"wp-block-paragraph\">Google offers two AI features: an automatically generated \u201cAI Overview\u201d that appears above the search results, and an \u201cAI Mode\u201d where users can ask questions directly. Both features summarize content from third-party sites and provide links to them. <\/p>\n\n<p class=\"wp-block-paragraph\">In response to the request \u201cName some fragrance dupes\u201d or a search for fragrance dupes of a specific brand-name perfume, the AI generated a list of well-known sellers of fragrance dupes and provided links to their websites. For some queries, ads were also displayed under the heading \u201cSponsored Products,\u201d which also featured dupes. <\/p>\n\n<p class=\"wp-block-paragraph\">The perfume manufacturer viewed this as an infringement of its EU trademarks and a violation of <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\" id=\"197\">competition law<\/a>. It sought a preliminary injunction prohibiting the search engine from mentioning its trademarks in this context in the AI-generated texts. <\/p>\n\n<h2 id=\"h-entscheidung-des-gerichts\" class=\"wp-block-heading\">Decision by the court<\/h2>\n\n<p class=\"wp-block-paragraph\">The Berlin Regional Court II dismissed the motion for a preliminary injunction in its judgment dated June 1, 2026 \u2013 52 O 62\/26 eV.  <\/p>\n\n<h3 id=\"h-liegt-eine-markenmassige-benutzung-vor\" class=\"wp-block-heading\">Is there trademark use?<\/h3>\n\n<p class=\"wp-block-paragraph\">Only those who \u201cuse\u201d a trademark in the legal sense can be subject to an injunction. Merely mentioning a trademark name is not sufficient. The decisive factor is whether a company actively uses the mark in its own commercial communications.  <\/p>\n\n<p class=\"wp-block-paragraph\">In this case, the court did not find that the mark had been used within the meaning of trademark law.<\/p>\n\n<p class=\"wp-block-paragraph\">According to the case law of the European Court of Justice, use as a trademark requires that, from the perspective of third parties, a sign appears to be an integral part of a company\u2019s own communications and serves to promote its goods or services. The AI-generated texts do not meet this requirement, according to the Berlin judges. They merely summarize content from third-party websites without the search engine giving the impression that it is its own advertising or its own statements.  <\/p>\n\n<h3 id=\"h-kein-zu-eigen-machen-fremder-inhalte\" class=\"wp-block-heading\">No appropriation of third-party content<\/h3>\n\n<p class=\"wp-block-paragraph\">Trademark use could also be established if the search engine adopts the third-party content as its own, i.e., assumes responsibility for it outwardly. The court rejects this argument as well. A reasonably informed and reasonably observant user can easily recognize, based on the numerous links, snippets, and preview images, that this is an automated summary of third-party sources and not editorial content produced by the search engine itself. An explicit disavowal by the search engine of the AI-generated texts is not required for this.   <\/p>\n\n<h3 id=\"h-kein-bestimmender-einfluss-auf-den-inhalt\" class=\"wp-block-heading\">No decisive influence on the content<\/h3>\n\n<p class=\"wp-block-paragraph\">For the use to constitute trademark use, the search engine would also have to be able to control the content of the search results itself. In the court\u2019s view, this requirement is also not met. Which sources the AI draws upon for its response depends solely on which information published by third parties matches the respective user query according to the patterns and structures recognized by the AI. The search engine does not exert any targeted influence over this\u2014unlike the operator of an on-site search engine, who controls the selection of the results list themselves and <a href=\"https:\/\/kpw.law\/en\/industries\/advertising\/\" id=\"24084\">uses trademarks as keywords as part of their own advertising <\/a>.   <\/p>\n\n<h3 id=\"h-auch-werbeanzeigen-begrunden-keine-markenmassige-benutzung\" class=\"wp-block-heading\">Advertisements do not constitute use as a trademark either<\/h3>\n\n<p class=\"wp-block-paragraph\">According to the court, even the ads displayed under \u201cSponsored Products\u201d do not constitute trademark use by the search engine. According to the case law of the European Court of Justice, trademark use cannot be based solely on the fact that the search engine operator receives compensation from its customers for displaying advertisements. Even if these ads appear in the context of AI-generated results, the search engine merely provides the technical conditions for the discoverability of certain websites\u2014it does not thereby associate itself with the advertised products.  <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-purple-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p class=\"wp-block-paragraph\">A reasonably informed and reasonably observant user would recognize that, through its AI features, the respondent has merely created a new format for search results by having the AI summarize search results based on calculations, without the respondent needing to distance itself from them.<\/p>\n<\/blockquote>\n<\/div>\n\n<h2 id=\"h-kein-wettbewerbsverhaltnis-zwischen-parfumhersteller-und-suchmaschine\" class=\"wp-block-heading\">No competitive relationship between the perfume manufacturer and the search engine<\/h2>\n\n<p class=\"wp-block-paragraph\">Claims under competition law also failed. For that to be the case, the parties would have had to be <a href=\"https:\/\/kpw.law\/en\/topics\/competitor\/\" id=\"23429\">competitors<\/a>, meaning they would have had to be in a concrete competitive relationship with one another. <\/p>\n\n<p class=\"wp-block-paragraph\">However, a perfume manufacturer and a search engine offer fundamentally different services. The court also found no economic interdependence. The advantage the search engine derives from more attractive AI features has no competitive bearing on the manufacturer\u2019s perfume products.  <\/p>\n\n<p class=\"wp-block-paragraph\">A so-called indirect competitive relationship might also have been conceivable. This would have been the case if the search engine had specifically promoted sales by the counterfeit sellers who compete directly with the perfume manufacturer. However, the court rejected this argument as well. The mention of alternative sellers in the AI-generated texts promotes their sales, at most, \u201cinstinctively\u201d as a side effect, without this constituting a targeted commercial act on the part of the search engine. Furthermore, the links to third-party sellers in the AI-generated texts are unpaid, meaning the search engine derives no direct economic benefit from them.    <\/p>\n\n<h2 id=\"h-fazit\" class=\"wp-block-heading\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">The decision by the Berlin Regional Court II stands in contrast to rulings such as that of <a href=\"https:\/\/kpw.law\/en\/google-is-liable-for-ai-results\/\" id=\"33793\">the Munich Regional Court I regarding Google\u2019s AI-generated summaries<\/a>, and the <a href=\"https:\/\/kpw.law\/en\/liability-for-ai-search-results\/\" id=\"30853\">reasoning of the Frankfurt Regional Court also points <\/a>to a different outcome. In those decisions, the content was attributed to Google precisely because of the AI\u2019s independent linking and structuring capabilities.   <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Berlin Regional Court II describes the search engine\u2019s AI functions in almost identical technical and functional terms, namely as the summarization, structuring, and formatting of third-party content into a newly generated text formulated in its own words. Nevertheless, it reaches the opposite conclusion and denies that the search engine has appropriated the content. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This difference can hardly be explained solely by the distinction between trademark law and personality rights or competition law, since the same technical characterization of the AI output leads to attribution as an independent statement in one case but not in the other. Given these parallels, the decision could well have gone the other way. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-0c8cea62 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-71c143ff wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-fb77afb0 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-1931a79c wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_580b19b3861581250f7b7bed2e2723de\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">AI!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9da75b5c wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div 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style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Berlin Regional Court II has dismissed a perfume manufacturer\u2019s motion for a preliminary injunction against AI search results featuring fragrance dupes, on the grounds that the AI did not constitute use of a trademark.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5293,6077,6282,5726,2669,6310,5333],"thema":[5094],"rechtsgebiet":[4987,5012,4898],"produkt":[],"class_list":["post-33868","post","type-post","status-publish","format-standard","hentry","category-general","tag-ai","tag-ai-search","tag-google","tag-kuenstliche-intelligenz-en","tag-markenmaessige-verwendung","tag-perfume","tag-trademark-use","thema-artificial-intelligence-ai","rechtsgebiet-competition-law","rechtsgebiet-it-law","rechtsgebiet-markenrecht-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Trademark use through Google&#039;s AI summary<\/title>\n<meta name=\"description\" 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