The Business of IP

Your Guide to the Educational Program

The Annual Meeting’s educational program has evolved over the years to meet the ever-expanding role of the IP professional, as Erin Pullmann reports.

No doubt, the Annual Meeting has evolved over the years. As we converge in San Diego next month for our community’s 147th such gathering, it is worth remembering that the very first Annual Meeting in 1878 consisted of 17 merchants and manufacturers coming together to advocate for the rights of trademark owners.

It was an important moment in the history of intellectual property (IP), but the group who gathered at the first Annual Meeting never could have imagined of the myriad challenges facing the IP profession today, from protecting trademarks in the digital ecosystem to leveraging the power of artificial intelligence (AI) in an ethical manner, to bridging generational gaps within the workplace.

Today’s IP professional needs a knowledge base that extends far beyond trademarks. They must take on a central role in the business of their brands or their client’s brands.

The Annual Meeting serves to provide IP professionals with an unparalleled opportunity to stay on top of the latest developments in the world of IP and expand one’s skillset. As such, the theme of this year’s Annual Meeting and educational program is "The Business of IP," highlighting the pivotal role that IP plays in driving innovation and business success.

“Our educational programming this year is not only timely, it’s meticulously planned to address the evolving challenges and opportunities in the IP landscape,” says 2025 Annual Meeting Co-Chair Okan Can (DERIS, Türkiye).

The program is organized into three dynamic tracks: Law and Policy; Business of Technology; and Professional Development and Career Advancement—each designed to arm registrants with knowledge that will deepen their understanding of key issues facing IP professionals today and to advance and find success in their careers.

“Our educational programming this year is not only timely, but it’s meticulously planned to address the evolving challenges and opportunities in the IP landscape”

- Okan Can | DERIS (Türkiye)

Law and Policy Track

As businesses expand their reach globally, they must navigate the complexities of different legal regimes to protect their IP effectively. Understanding local IP laws helps companies avoid costly legal disputes and ensures compliance with varying protection standards.

This means staying updated on regulatory and legislative changes in key jurisdictions. This knowledge is crucial for shaping IP strategies and adapting to new legal requirements

This Law and Policy track explores the latest IP law and policy developments from across the globe, including regulatory changes and compliance strategies that impact the work of IP professionals.

This programming track also includes the Regional Update Series, featuring updates on case law, current trends, and other developments from China, Europe, India, the Middle East, and the United States.

Delving into key topics such as brand protection in the Web3 landscape, alternative dispute resolution, the rules brands must follow when engaging with influencers, and the intersection of AI and the right of publicity, sessions in this track are also designed to help registrants expand their understanding of substantive issues and trends shaping the IP landscape today.

Fernanda Magalhães (Kasznar Leonardos Intellectual Property, Brazil) will moderate a session on AI in the Law and Policy track titled AI-Driven Advertising: Copyright Issues in the New Frontier (Tuesday, May 20, 3:45 pm–4:45 pm). Panelists will explore the intersection of AI, advertising, and IP, focusing on practical challenges and opportunities that arise in this dynamic environment. “Advertisers will need to know a lot more about IP, and IP professionals will need to know a lot more about technology and how proprietary work is being used to feed AI,” said Ms. Magalhães.

“Although it shouldn’t be used to substitute a lawyer’s judgment, AI tools can be used to cut down on the time it takes to complete tasks—both legal and administrative.”

- Stacy Grossman | SGIP (USA)

Business and Technology Track

In our current technology-driven era, staying on top of current business trends and innovations is crucial to understanding the Business of IP. The Business and Technology track digs into the connection between IP, business strategies, and emerging technologies. Registrants will discover how to leverage IP to drive innovation and competitive advantage.

Several sessions within this track will focus on the complexities of AI. With businesses across all sectors exploring this rapidly evolving technology, IP professionals are keen to understand and embrace the opportunities it offers, particularly when it comes to increasing efficiency in their practice.

“Although it shouldn’t be used to substitute a lawyer’s judgment, AI tools can be used to cut down on the time it takes to complete tasks—both legal and administrative,” said Stacy Grossman (SGIP, USA), moderator of the session Harnessing AI: Innovative Strategies and Practical Applications for Trademark Practitioners (Saturday, May 17, 11:15 am–12:15 pm). This session will explore various ways that IP professionals can leverage AI in their practice to improve efficiency and reduce costs.

“It’s very rare that I come across an in-house colleague who only handles their company’s trademark portfolio. It’s always “trademarks and marketing” or “trademarks and domain names” or “trademarks and copyright.”

- Kevin Blum | NBC Universal (USA)

Patent Series

New this year and presented as part of the Business and Technology track is the Patent Series of educational sessions. “[This series] will focus on the business of patents and what IP practitioners need to know about that world,” said Mr. Can.

Registrants will learn about the latest patent developments, strategies, and case studies to enhance their understanding and application of patent law. These sessions all take place on Tuesday, May 20, as follows:

10:45 am-11:30 am: Choosing Your Armor: Patents vs. Trade Secrets in IP Strategy
11:45 am-12:30 pm: Navigating Global Patent Disputes: What Brand Legal Practitioners Need to Know
1:45 pm-2:30 pm: Patent Power Play: Essential Insights for IP Professionals
2:45 pm-3:30 pm: Unlock Your Leadership Potential: Transforming Trademark or Patent Professionals into Dynamic IP Professionals

Professional Development and Career Advancement Track

The Professional Development and Career Advancement track is designed to provide registrants with an opportunity to invest in their careers. Many of the sessions in this track focus on enhancing dynamic and non-legal skills to support personal and professional growth, not only as an IP professional but as a business professional working in IP.

What’s Your Leadership Style? (Monday, May 19, 1:15 pm–2:15 pm) will explore six leadership styles—affiliative, authoritative, coaching, delegative, democratic, and pacesetting. As moderator Alex Garcia (Holland & Hart, USA) explained, “In this session, you will learn about different leadership approaches and how to strategically apply them across various situations and team dynamics. You will discover how effective leaders adapt their management style based on circumstances, developing the emotional intelligence and practical skills needed to effectively guide teams, drive performance, and create positive outcomes.”

On Saturday May 17, 2:00 pm–4:00 pm, the Academic Committee will present Career Development Day. This workshop will feature a panel discussion led by seasoned practitioners; and a hands-on training session that provides valuable insights, equipping registrants with specific skillsets crucial for their career journey. This workshop is free of charge and designed for students but is open to all Annual Meeting registrants.

Other sessions in this track will explore topics such as IP practice management and technology, delivering exceptional client service, how gender affects the experience of trademark practitioners in the workplace, and practical applications of AI.

In-House Practitioners Series

Also new this year, the In-House Practitioners Series features an engaging workshop, reception, and seven focused sessions tackling key challenges and opportunities that in-house teams face as their roles continue to evolve.

“In-house practitioners are being asked to wear more hats than ever. It’s very rare that I come across an in-house colleague who only handles their company’s trademark portfolio. It’s always “trademarks and marketing” or “trademarks and domain names” or “trademarks and copyright,” said Kevin Blum (NBCUniversal, USA), who led the development of this series.

Sessions will cover topics such as the effective communication of IP value, ethical considerations, cybersecurity collaboration, team management, brand expansion and management in China, brand portal development and management, and more. These sessions are exclusive to in-house practitioners.

Registrants who take advantage of the robust offering of educational opportunities at the 2025 Annual Meeting will leave San Diego equipped with the latest knowledge and enhanced skills to better serve their brands and clients’ brands and advance in their careers. 25 sessions are CLE-eligible.

Annual Meeting Co-Chair Jill Abasto (Qualcomm Incorporated, USA) offered some valuable advice for registrants looking to take advantage of the educational program: “First, add the educational sessions you want to attend to your schedule, and then book all your meetings around the education. Otherwise, you may not have time to attend sessions, and you’re losing out on this huge opportunity to learn, skill up, and participate in world-class educational programming.”