INTA 2026 | Etienne Sanz de Acedo: IP at a turning point as AI reshapes law, business and global policy  

"Lawyers need to change their mindset—think big, think bold, and understand the business."
 

Ahead of the Annual Meeting of the International Trademark Association (INTA) in London, which is expected to bring together approximately 10,000 professionals from across the global intellectual property ecosystem—including around 1,000 practitioners from Latin America—its CEO, Etienne Sanz de Acedo, describes the current moment as one of structural transformation for the profession.

In conversation with Latin Counsel, Sanz de Acedo outlines how the meeting is structured around three core pillars: the evolution of substantive intellectual property law, the growing importance of IP as a business and financial asset, and the accelerating impact of technology—particularly artificial intelligence—on legal practice.

This focus reflects a broader shift in the sector. Intellectual property is increasingly understood not only as a legal discipline but as a central driver of corporate value. At the same time, the Annual Meeting continues to function as a global policy forum, bringing together regulators, judiciary, corporations and law firms in what Sanz de Acedo describes as the "Davos of IP."
Against this backdrop—marked by technological disruption, evolving client expectations and structural challenges in regions such as Latin America—the INTA Annual Meeting aims not only to reflect developments in the sector but also to shape them.

LATIN COUNSEL: What defines the central theme of this year’s INTA Annual Meeting in the context of rapid transformation in intellectual property?

Etienne Sanz de Acedo: The Annual Meeting is structured around three main tracks. First, the evolution of substantive IP matters. Second, the business of IP, including the connection between finance and IP and how IP can be leveraged to generate more cash flow for companies. And third, technology and IP, with a strong focus on artificial intelligence.

LATIN COUNSEL: How are the priorities of INTA’s 2026–2029 strategic plan translated into concrete discussions for a global audience?

Etienne Sanz de Acedo: The Annual Meeting is the largest gathering of IP professionals worldwide, with around 10,000 attendees year after year. It is a kind of "Davos of IP," bringing together leaders from government, judiciary and the private sector, including both companies and law firms. INTA is an international not-for-profit organisation, but also committee-driven. All the work of the association is carried out through approximately 100 to 120 committees and subcommittees. These committees meet during the Annual Meeting and develop the association’s positions, meaning that a significant amount of policy work takes place. At the same time, there is a full programme of educational sessions and extensive networking, including business development and portfolio exchanges. It is a large IP forum, where many vendors—particularly in AI—also present technology solutions.

LATIN COUNSEL: From a practitioner’s standpoint, what should IP lawyers prioritise in order to remain competitive?

Etienne Sanz de Acedo: It is essential to follow the evolution of global case law—not only in the EU, but also in the US, China and India. Judges from these jurisdictions will be participating. It is also important to understand how IP offices are evolving and how legislation is changing. But beyond that, it is even more important to think about how the profession itself will evolve. What is the added value of an IP lawyer? What services will clients expect in the future? Lawyers need to speak the language of business, understand how to generate additional revenue for their clients, and think outside the box, which is not always natural for lawyers. At the same time, artificial intelligence is transforming the profession. It will impact how services are delivered, how clients are billed, and how talent is recruited, retained and motivated. All of these topics are addressed at the Annual Meeting.

LATIN COUNSEL: To what extent should the rapid evolution of artificial intelligence be viewed as a source of concern or opportunity for the legal profession?

Etienne Sanz de Acedo: We are just at the beginning. I do not think there is a reason to be scared, although there are legitimate concerns. It is important to look at change from a positive perspective and embrace it. That means understanding what the technology is about, its potential, and how it is going to transform the industry. The moment is now. If firms do not act, it will be too late. Two years ago, many lawyers thought that nothing would really replace them. That is not entirely true anymore.

LATIN COUNSEL: In an environment increasingly shaped by technology, what role will human judgment and trust continue to play?

Etienne Sanz de Acedo: Human value and trust will remain critical. You may provide opinions supported by AI, but what will really make the difference is the relationship between advisor and client. Law firms will need to distinguish what is done through AI and what is human input, and invoice accordingly. The human insight is what will have additional value. This also raises questions about junior lawyers, training and ethical considerations.

LATIN COUNSEL: How does INTA differentiate itself in terms of networking and the relationship between business and legal practice?

Etienne Sanz de Acedo: INTA is unique because it brings together companies and law firms. From its origins, it has been a brand-owner organisation. If you look at its leadership, most positions are held by corporate members, and the president is always from the corporate side. This means that positions are taken not from the perspective of one country or sector, but based on what is best for business and consumers. We increasingly analyse legal issues through their business impact and speak the language of the C-suite.

LATIN COUNSEL: What opportunities does the Annual Meeting offer for engagement with regulators and policymakers?

Etienne Sanz de Acedo: Practically all leading IP offices in the world will be present, along with policymakers and members of the judiciary at the highest level. This provides an opportunity to understand regulatory trends and engage in dialogue in a more informal setting. Participants include Darren Tang (WIPO), António Campinos (EPO), John Squires (USPTO), Elisa Rodríguez and other national office leaders.

LATIN COUNSEL: What level of representation does Latin America have within INTA and this year’s meeting?

Etienne Sanz de Acedo: We expect around 1,000 practitioners from Latin America. There will also be strong representation from regional IP offices, as well as Spain. INTA maintains a very active presence in Latin America and continuous dialogue with authorities and regulators.

LATIN COUNSEL: What are the main structural challenges for intellectual property in Latin America?

Etienne Sanz de Acedo: IP remains fragmented in the region, and its value is not always fully recognised by policymakers. Brazil is the largest market, followed by Mexico, Argentina—given recent developments—Chile and Colombia. INTA works actively with governments and legislators to promote the value of IP and address issues such as counterfeiting and public safety.

LATIN COUNSEL: Beyond artificial intelligence, what role do other emerging technologies such as blockchain or the metaverse play?

Etienne Sanz de Acedo: Artificial intelligence is clearly the main game changer. The metaverse has not had the expected impact. Blockchain, however, has practical applications—for example, to establish priority dates without formal registration. Many companies, particularly in fashion and luxury, use blockchain to register intermediate designs and only formally register final products.

LATIN COUNSEL: What legal challenges does artificial intelligence raise in the field of intellectual property?

Etienne Sanz de Acedo: It raises questions around authorship, inventorship and ownership. There are also issues regarding the use of registered trademarks in AI systems and how data is handled. INTA has adopted principles on AI and IP and is engaging with governments worldwide, including in India and Mexico, to promote balanced regulation.

LATIN COUNSEL: To what extent do discussions at INTA translate into global regulatory developments?

Etienne Sanz de Acedo: Completely. Topics are discussed in committees, then move to advocacy and to the board, and ultimately shape our global work.

LATIN COUNSEL: As a final takeaway, what message would you highlight for IP lawyers?

Etienne Sanz de Acedo: A change of mindset. We are in a completely different environment. Lawyers need to think outside the box, think big and think boldly.

inta.org/meetings/2026