What new tactics are bad actors using to evade enforcement and what impact does it have on brand protection?
Bad actors are increasingly leveraging AI to create sophisticated, multi-vector attacks that outpace traditional enforcement. With the significant rise in Deepfakes, for example, criminals use AI video or voice cloning for executive impersonations and to generate pixel-perfect brand replicas for fraudulent paid ads across social platforms. They are also exploiting the speed of digital advertising, by rapidly launching deceptive campaigns faster than traditional takedown processes can respond. This creates a scenario where traditional reactive enforcement becomes insufficient, forcing brands to adopt AI-powered proactive monitoring with instant response systems to stay ahead.
What is one way a brand with a mature IP enforcement program can take their efforts to the next level?
Traditional monitoring of online marketplaces can't keep pace with today's increasingly sophisticated scams found across thousands of channels simultaneously. Businesses need to implement automated systems that continuously scan domains, social media, paid ads, mobile apps, marketplaces and emerging platforms for brand impersonation, deepfake content, and AI-generated content. There is a real need to transition from reactive enforcement based on analysis of each listing to using a proactive, AI technology-driven approach that enables clustering of infringing online listings across marketplaces, websites and social that allow efficient enforcement against the network of online assets of counterfeiters and scammers.
What‘s the best piece of advice you have ever been given?
Someone once told me, 'Strategy is all about when to say no.' and it changed how I approach both business and life. We live in a fast-paced culture that glorifies constant action and immediate decisions, but the most impactful choices I've made came from pausing, reflecting, and often choosing the harder path of saying no.
Whether it's a tempting business partnership, a quick-fix solution, or even a career opportunity that looks good on paper, I've learned to stop and take a minute to ask, 'What's the real long-term impact’? People often rush into decisions, but the obvious opportunities aren't always the right ones.
