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This research note explores the potential of trademark data as a complementary resource to patents for measuring AI innovation, particularly in the context of Italian firms. By analyzing AI-related trademarks, the study reveals how companies leverage AI technologies to create new products and services across various economic sectors. The findings underscore the value of trademark data as a timely and globally accessible metric for understanding the dynamics of AI development and diffusion.
Trademark data uncovers the real-world impact of AI technologies on product innovation, revealing insights that patents alone cannot provide.
Researchers, managers and policymakers are exploring different approaches and data sources to map the development and the diffusion of Artificial Intelligence (AI). In this research note, we illustrate the opportunities offered by trademark data. We argue that AI trademarks can complement AI patents to capture different dimensions of AI innovation. AI trademarks can reveal the extent and ways in which companies exploit AI technologies to develop new goods and services. Importantly, trademark data offer a timely and globally available data source that covers all economic sectors. We present insights from using AI trademarks in an empirical exploration of Italian firms. In our discussion, we reflect on how AI trademarks can be used at different levels of analysis to tackle emerging questions about the development and diffusion of AI.
