Evolving Together—A Letter from INTA CEO Etienne Sanz de Acedo

Dear Friends and Colleagues,

“INTA is an evolving organization.” I find myself returning to this phrase frequently—not as a mere observation, but as a mindset we work to cultivate throughout our Association and community. Constant change, when guided by clear purpose and values, is the engine of innovation. I see this among the remarkable brands represented in our membership: they reimagine themselves daily to anticipate market shifts, protect their brands and intellectual property (IP), and serve the consumers who trust them. As an organization serving those brands and the professionals who counsel them, INTA seeks to evolve in lockstep.

This evolution is steered by our 2026–2029 Strategic Plan and accompanying Implementation Plan, which we launched at the start of this year. These documents not only inform all our activities and initiatives, but also set the direction for the next phase of our institutional development. They guide our choices as we expand our influence on the most pertinent issues of our time—within the global IP community, but also among policymakers and in society at large—and ensure we serve our global membership with maximum impact and relevance.

We could not have asked for a better platform to showcase our Association’s evolution and innovation than the 2026 Annual Meeting in London, England, in May. I take this opportunity to once again extend my gratitude to the Project Team and staff who put the program together, and to everyone who registered and brought the Meeting to life. While very successful, it was not without its challenges, and I’m thankful to everyone who provided constructive feedback, which we take very seriously.

How INTA fulfills its broader mission depends on programming and initiatives that deepen the expertise of our members and expand the understanding of IP’s value across society. Our education, research, and advocacy exemplify this commitment.

At the Nexus of IP and Finance | INTA has long recognized that IP’s power extends far beyond shopping aisles and courtrooms into boardrooms and capital markets. Our global Integrating IP, Finance, and Valuation Workshop Series brings together practitioners, brand owners, and finance professionals to explore how IP and intangible assets create tangible, measurable value. Upcoming events in 2026 are scheduled for Madrid, Spain (October 1), São Paulo, Brazil (October 14), and Frankfurt, Germany (December 9). We will continue this series in 2027.

AI and Emerging Technologies | We’re all well aware of how artificial intelligence (AI) is reshaping questions of creation, ownership, and infringement. At the same time, we’re also working out how to integrate this rapidly advancing technology effectively within our organizations. INTA’s AI in IP Practice Certificate Program positions members at the forefront of these transformations. It’s designed to provide IP professionals with hands-on guidance on using AI responsibly to improve efficiency, enhance decision-making, and transform operations. More than 200 IP professionals participated in Cohort 1, and we’re pleased to welcome 200 participants to Cohort 2, which begins classes today.

(In-Person) Peer Learning and Benchmarking | As much as the digital world seeps into all aspects of our personal and professional lives, the value we gain by connecting in person endures. Next week, more than 450 registrants from more than 50 jurisdictions will convene in Baltimore, Maryland, USA, for our 2026 Trademark Administrators and Practitioners (TMAP) Meeting. There’s still time to register and join us for this intimate but impactful INTA gathering.

Looking further ahead, the Association’s leadership and volunteers will gather in Phoenix, Arizona, USA, for the 2026 Leadership Meeting from November 17 to 20. Close to 1,300 registrants have already signed up for this mid-committee-term Meeting, where we will advance our mission and objectives, engage in advanced-level programming, network and do business, and continue shaping the future of IP.

Cutting-Edge, Actionable Research | Our expanding research portfolio is another example of how INTA builds influence and equips members and key stakeholders in the IP ecosystem to anticipate change and prepare for the future. So far this year, we’ve published three key studies:

1. The IP Office of the Future: Digital Transformation examines the modernization of IP office systems and operations in the age of AI.
2. Exploring the Use of Artificial Intelligence in the Likelihood of Confusion Analysis considers how AI can support trademark examination while preserving human judgment.
3. The IP Law Firms of the Future: Think Tank Report explores how technology, client expectations, and global market forces are transforming the IP practice.

Recent Delegations and Regional Engagement | INTA’s influence extends through direct engagement with governments, IP offices, brand owners, and INTA members worldwide. Just as we value opportunities to get together to learn and benchmark, INTA’s delegations facilitate meaningful dialogue and relationship building that are both difficult to replicate virtually and crucial to our advocacy and policy work.

In June, we advanced the interests of our members and the broader IP community at the WIPO General Assemblies. As an accredited non-governmental organization with observer status at WIPO, INTA actively participates in the Assemblies, which provide us with a unique opportunity to engage directly with senior officials from IP offices, government representatives, and international organizations from around the world.

Delegation visits to China in June and September focused on how INTA can support Chinese brands in their expansion into global markets and on enforcement challenges and solutions, respectively.

In August, AI, digital influence, and the growing role of IP as a driver of business value were at the center of INTA’s participation in the 46th International Congress of the Brazilian Intellectual Property Association (ABPI), held in Rio de Janeiro, Brazil. The event presented us with an opportunity to engage directly with Brazil’s IP community. We held a series of meetings with government officials, business leaders, and members throughout the three-day event.

From Brazil, we traveled to the Asia-Pacific region for a delegation visit to Indonesia and Singapore. In Jakarta, we positioned INTA as a constructive partner in Indonesia’s reform agenda during meetings with senior policymakers. During IP Week in Singapore, we deepened relationships with ministers and IP offices in the region, consulting with all 11 ASEAN economies on shared priorities and areas of potential collaboration. These included capacity building, IP commercialization and valuation, support for micro, small, and medium-sized enterprises, enforcement, and public awareness.

Finally, just last week, as part of our September Board of Directors Meeting, we held a Government Relations Program focused on North American trade policy and issues affecting innovation and IP. The program included a discussion of the 2026 United States-Mexico-Canada Agreement (USMCA) Joint Review and its implications for brand owners.

2027 Membership Renewal and the 2027 Annual Meeting | The Board of Directors also approved a Membership Restructure that will come into effect with the launch of the 2027 membership renewal cycle on October 1. Among the changes, we’re excited to introduce new and revised membership categories for SMEs and startups. We also received an update on the 2027 Annual Meeting pricing strategy. We have managed to keep registration fees flat for 2027 and, indeed, reduce fees for Individual Associate Members and Corporate Members. Finally, in this regard, as of October 1, renewed members will be able to purchase tickets for all major INTA events in 2027. This change allows members to complete their membership renewal and purchase all their 2027 event registrations in a single transaction. More details will be available in the next few days, ahead of the Annual Meeting Flash Sale that launches in conjunction with membership renewal on October 1. Members who register during the Flash Sale will also gain early access to the hotel booking system in early January before we open registration to the public.

Looking further ahead, we’re excited to soon share our event calendar for 2027, and, of course, we are already working tirelessly to put together another innovative program for the 2027 Annual Meeting and look forward to bringing everyone together in San Diego, California, USA, next May.

Yes, it’s been a busy year so far! And these examples represent just a fraction of how INTA builds influence and serves our global membership. They also underscore the incredible leadership and dedication of our member volunteers and staff across our various committees, project teams, councils, and Representative Offices around the world. All this work shares a common thread: It reflects an organization that is evolving, learning, and adapting to ensure that our members lead the conversation on IP’s most pressing challenges.

The INTA community does not evolve in isolation. We evolve together—as practicing professionals, brand owners, government officials, and thought leaders—united in our mission to elevate the understanding of and respect for IP rights and thereby foster consumer trust, economic growth, and societal transformation. That shared commitment is our greatest strength and our greatest hope as we navigate an uncertain but boundless future.

With gratitude and optimism,

Etienne Sanz de Acedo
Chief Executive Officer, INTA

Although every effort has been made to verify the accuracy of this article, readers are urged to check independently on matters of specific concern or interest.

© 2026 International Trademark Association