Law firms, legal tech, and the branding battle royale
A surge in AI-focused legal tech companies is leading to trademark disputes as firms compete for branding in an increasingly crowded market.Summary
The legal sector is witnessing a “branding battle royale” as the number of AI-focused legal tech companies rapidly increases. LawtechUK data shows a rise from 270 to 295 UK-founded lawtech companies in the first half of 2025 alone, fueled by increased funding. This surge is causing a strain on available trademarks, with roughly one in seven UKIPO applications containing terms like ‘artificial intelligence’ or ‘machine learning’.
A recent dispute between Wordsmith Law, a law firm with a trademark for “WORDSMITH” since 2018, and Wordsmith AI, a legal tech company valued at $100m, exemplifies this issue. Wordsmith AI faced obstacles in securing its own trademark and is now facing legal action. Experts predict a rise in these disputes as more AI-native firms launch and compete for brand space.
This trend coincides with a broader shift in law firms recognizing the importance of branding to build trust and attract clients. However, with AI tools challenging existing trademarks, businesses, particularly law firms, must proactively review and broaden their trademark portfolios beyond traditional legal services to avoid conflict.
(Source：City A.M.)
