"The retail business has historically been linked to the existence of strong brands"

Leaders League: What are the main challenges facing intellectual property nowadays? 
I believe that dealing with the dynamics of the market where new things quickly become obsolete, especially due to the emergence of new technologies and advances in artificial intelligence, will require a lot from professionals working in the field of intellectual property, as well as the regulatory authorities responsible for the framework. 

And in the retail sector, more specifically?
The retail business has historically been linked to the existence of strong brands, given its connection to the end consumer. Therefore, it is necessary to ensure good management of the brand portfolio, through the adoption of the necessary protection measures, and remain attentive to any violations. In addition, with the significant increase in e-commerce activity, especially in the marketplace model, there is also a need to monitor the content presented in applications, software and online platforms.