The rapid spread of generative AI is changing the nature and scale of trade mark infringement. AI tools can now be used to generate at scale ‘lookalike’ logos, deepfake endorsements, and synthetic product listings.The legal framework, and copyright law, in particular, has struggled to keep pace, and recent litigation—including Getty Images (US) Inc v Stability AI —highlights both the weaknesses of current copyright law and the steps brand owners should now take.Despite dropping the primary copyright claims, Getty Images continued pursuing claims for trade mark infringement, passing off, and secondary infringement of copyright in the UK. The trade mark claim focused on the reproduction of Getty's watermarks in AI-generated images, while secondary infringement addressed the potential illegality of the AI models themselves if they are considered ’infringing articles’ imported into the UK. For more information, see News Analyses: Trade marks through the lens of AI generated photos (Getty Images v Stability AI) and Copyright through