Inclusion of Artificial Intelligence in M-Commerce A Legal Study with Special Reference to the Trade Marks Act, 1999

Abstract

The rapid integration of Artificial Intelligence into mobile commerce has significantly transformed digital trade by enabling algorithmic recommendation systems, predictive analytics and automated product ranking mechanisms that influence consumer interaction with trademarks. This legal study examines the implications of AI-driven m-commerce platforms within the framework of the Trade Marks Act, 1999, focusing on issues relating to likelihood of confusion, deceptive similarity, trademark dilution and intermediary liability. The analysis reveals that AI-mediated commercial environments reshape the traditional understanding of trademark use by introducing automated brand referencing and personalised display structures that affect consumer perception without direct human intervention. The study further evaluates how AI functions both as a potential facilitator of infringement and as an enforcement tool capable of detecting counterfeit goods in digital marketplaces. It highlights the need for a technologically informed interpretation of statutory trademark principles to address the complexities arising from algorithmic commercial practices in India’s expanding mobile commerce ecosystem.