When Technology Becomes a Brand: Can Algorithms Acquire Trademark Significance

Introduction Today’s consumers don’t encounter brands via logos and slogans/brands’ websites. Instead of encountering brands’ websites or seeing the logos/identifiers you would associate with a particular company/brand on their respective websites, you encounter brands via algorithm-generated experiences, which create the framing of choice, preference, and behaviour. In today’s digital marketplace, the most prominent and frequently cited point of engagement between the consumer and the...