Andrea Gutiérrez Calleja (Red Points): “Scale, speed and data are what shape brand protection nowadays”

Leaders League: Based on your experience in digital enforcement, how has intellectual property protection evolved in an environment increasingly dominated by e-commerce and online platforms?  

 
Andrea Gutiérrez Calleja: In my experience, intellectual property protection has evolved significantly in recent years, particularly due to the growth of e-commerce and online platforms, and the speed at which we consume content today. There are increasingly more resources at our disposal for selling and distributing illegal content, even from home, ranging from e-commerce platforms to social media, messaging apps or even artificial intelligence environments. The channels for consuming this content are becoming increasingly fragmented.   

If I compare it to a few years ago, when the landscape was more limited, we dealt with large e-commerce platforms and sellers who were easier to identify. Today, infringements appear, are replicated and shared across different channels in a short space of time, which means that technology focused on brand protection is becoming increasingly essential.  Enforcement, or the removal of illegal content, has also evolved; it is no longer a matter of removing links individually; it is essential to identify patterns and behaviors in order to remove content on a larger scale.  

And one very important point is that the platforms themselves have also evolved, as have their policies. Today, collaborative relationships must be built between brand protection firms, brands and the e-commerce platforms themselves, as this collaboration is key to success.   
 
What are the main challenges brands face today in protecting their intangible assets online, particularly in relation to counterfeiting and the misuse of content?  

 
We are currently facing three main challenges: Firstly, the speed and ease with which infringing content can be published. Nowadays, it is very quick and easy to set up a website impersonating a brand, or to post a reel promoting the purchase of a counterfeit product. 

Secondly, sophistication: infringements are becoming increasingly sophisticated. These include AI-generated images that might appear official, less obvious counterfeits, or even strategies to evade detection by hiding infringing content and making it accessible only via codes or private channels.  

Finally, the rise in ephemeral content. Content that lasts hours or is constantly being deactivated and reactivated; without continuous monitoring, it becomes practically impossible to capture evidence of the infringement.

Artificial intelligence is both part of the problem and part of the solution in IP enforcement

What role does technology, and in particular artificial intelligence, play in the detection and prevention of intellectual property infringements?  

 
Nowadays, technology is essential to a good brand protection strategy. In recent years, it has gone from being a ‘nice to have’ to becoming a fundamental key component in the detection and removal of such content.  In such a fast-changing and volatile digital environment, where a single infringer can create posts in seconds from the comfort of their own home, attempting to protect your intellectual property assets manually is simply unfeasible. 

Artificial intelligence itself plays a dual role. On the one hand, it is part of the problem, as infringers themselves use it to create more convincing content, ranging from images to entire websites. We are even seeing consumers themselves begin to use AI to find products, including counterfeits or illegal content.  

But, at the same time, it is part of the solution itself. AI is transforming both the ability to detect infringements at scale and the ability to prioritize them more effectively. Ultimately, it is not just about identifying thousands of potential infringements, but about understanding which ones have the greatest impact on the brand and acting on them as quickly as possible.   

In the case of Red Points, its software enables precisely that, as it combines the speed of technology with data analysis and continuous learning to make the identification and removal.  
 
In your role at Red Points, how are global enforcement strategies structured and implemented, and what factors are key to achieving measurable results in brand protection?   

 
In my experience, an effective global enforcement strategy is based on three fundamental pillars: visibility, prioritization and consistency. Firstly, visibility. It is essential to have a complete overview of where infringing content appears, how intellectual property is being used, or in what form these infringements manifest themselves. Without that global overview, it is impossible to gauge the scale of the problem or act efficiently.   

Secondly, speed based on prioritization. In the digital environment, many infringements are dynamic; they appear and disappear quickly. That is why it is not just about detecting them, but about knowing what to tackle first. Not all infringements have the same impact; in many cases, the value lies in identifying patterns, sellers or entire networks, rather than isolated links. And finally, consistency. It is very important that the first enforcement action is the one that works. And here, both knowledge of intellectual property and an understanding of the policies of each platform or channel with which one works are crucial.   

When it comes to success metrics, key factors include the remediation efficiency rate and the speed between detection and removal. At Red Points, this translates into a model that combines technology, IP expertise and coordination with platforms. The aim is not only large-scale detection, but also ensuring an effective strategy.  
 
How does a robust enforcement strategy impact brand reputation and consumer trust?  

 
The impact is direct. An effective enforcement strategy not only reduces the presence of illegal products or content on the market, but also protects consumers and brands. The fast-paced nature of the digital environment and global access from anywhere have brought many advances, but also new risks. A lack of awareness on the part of consumers can lead them to unwittingly purchase counterfeit products, creating a negative experience that is often directly associated with the brand, leaving the consumer in a vulnerable position.   

These situations can result in a loss of trust, reputational damage and even financial consequences for brands. For this reason, brand protection is not merely another operational tool, but a key component of brand reputation and protection.