Harnessing AI Systems: Revolutionizing Intellectual Property Protection in the E-Commerce Era

This chapter of the monograph examines the challenges facing intellectual property (IP) in the rapidly evolving e-commerce environment and the role of artificial intelligence (AI) in addressing these challenges. With the development of platforms such as Amazon and Alibaba, business models and customer interaction methods have changed significantly, leading to increased risks associated with counterfeiting and piracy. In this chapter of the monograph, it is emphasized that IP protection is key to the competitiveness of companies, but in the digital age this presents a number of challenges. AI is seen here as a tool that can significantly transform approaches to IP protection. Automation of monitoring and detection processes, real-time analysis of large data sets, and threat forecasting—all this makes AI an indispensable assistant in the protection of intellectual assets. Successful case studies, such as Amazon’s Project Zero, have demonstrated AI's potential to reduce breaches and build consumer trust. This chapter of the monograph also focuses on the methodological aspects of the research, including an interdisciplinary approach that integrates legal, economic and technical aspects. The importance of legal regulation, ethics and user data protection in the implementation of AI in IP protection systems is emphasized. Current challenges, such as the risk of false positives and the need for transparency of algorithms, are described, as well as ways to overcome them. Future prospects for the application of AI in IP protection are related to the development of more sophisticated machine learning algorithms, the integration of blockchain technologies, and improved user interaction. Collaboration between large and small companies to share experience and skills is important. The conclusions of the study are that an integrated and balanced approach combining technical solutions, ethical principles and legal norms is needed to create a robust and fair IP protection system in the global digital space. © 2025 Elsevier B.V., All rights reserved.