INTA News

From Synthetic Influence to Intangible Value: INTA at the Brazilian IP Association Congress

Published: September 2, 2026

Renata Lisboa International Trademark Association Rio de Janeiro, Brazil INTA Regional Consultant–Latin America and the Caribbean Representative Office

Artificial intelligence (AI), digital influence, and the growing role of intellectual property (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, from August 16 to 18, 2026.

INTA CEO Etienne Sanz de Acedo joined the Association’s regional leadership and members at one of Brazil’s leading IP gatherings, bringing an international perspective to discussions about how technology is reshaping the relationship among brands, consumers, and intangible assets.

Beyond the formal panel sessions, the Congress also gave INTA’s delegation the opportunity to engage directly with Brazil’s IP community, holding a series of meetings with government officials, business leaders, and members throughout the three-day event.

AI, Influence, and the Business of Trust

Speaking on the panel entitled Influencer 2.0: AI and Emerging Regulatory Frameworks, Mr. Sanz de Acedo explored the transformation of digital influence from an ecosystem largely built around celebrity endorsements and curated content to one increasingly shaped by nano-influencers, data-driven engagement, and AI.

He also addressed the emergence of “synthetic influence,” including fully AI-generated influencers, and the implications this development may have for brands, consumers, and digital platforms.

Against this backdrop, Mr. Sanz de Acedo posed a key question for the digital ecosystem: given platforms’ technological capacity to identify synthetic content, what role should they play in detecting and identifying AI-generated influencers and deepfakes?

The discussion also went beyond AI-generated personalities. He highlighted how AI itself is increasingly influencing the way consumers discover, compare, and perceive brands, as recommendation systems and generative AI tools become intermediaries between businesses and consumers.

He also outlined INTA’s AI Road Map, organized around four areas: (1) internal capacity building; (2) member education; (3) a new directory of AI vendors for IP; and (4) a review of member services. The initiative reflects the changing responsibilities of the IP profession in an environment in which authenticity and consumer trust are becoming increasingly important.

“Our role is no longer just registration, watching, or enforcement,” Mr. Sanz de Acedo said. “We are also in the business of trust and transparency.”

Turning IP into Business Value

The Congress also provided an opportunity to examine another dimension of the evolving role of IP: how its assets can underpin different business models and be transformed into commercial value, investment, and scalable growth.

As INTA’s Regional Consultant for Latin America and the Caribbean, I moderated the panel, Venture Capital, Investment Models, and Intangible Assets, alongside Newton de Souza Jr., General Counsel and Chief Compliance Officer at sustainability company New Wave Tech; Antonio Moreira Leite, President of the Brazilian Franchising Association (ABF) and Brazilian food-service and franchising group Grupo Trigo; and Miguel Emery de Carvalho, General Coordinator for Intellectual Property at Brazil’s Ministry of Development, Industry, Trade and Services (MDIC).

Rather than considering IP only as a legal protection mechanism, the discussion examined how different categories of IP can operate at the core of distinct business models.

Newton de Souza illustrated this through technology-driven businesses in the mining sector. He presented the experience of New Steel, which developed a disruptive technology for processing low-grade iron ore and mining waste without the use of water. The company combined technological innovation with a coordinated global IP strategy, securing five patents under Brazil’s Green Patents Program and patent protection in more than 60 countries. Its investment model included capital-intensive development, a demonstration plant, and a contract with a major industry player. New Steel was subsequently acquired by Vale for US $500 million.

Rather than considering IP only as a legal protection mechanism, the discussion examined how different categories of IP can operate at the core of distinct business models.

He also discussed New Wave, created by the same founders around new technologies for strategic minerals. The company has maintained a global IP and investment strategy while expanding internationally and developing new business units, illustrating how proprietary technology and patent portfolios can support commercialization and business growth.

Antonio Moreira Leite brought a complementary perspective from the franchising and consumer business sectors, illustrating how brands, know-how, data, technology, and replicable business models can work together to support expansion and value creation. Drawing on the experience of Grupo Trigo, he discussed the evolution of a traditional restaurant and franchise business into a technology-enabled ecosystem spanning franchised and company-owned restaurants, digital brands, and other business models. He also highlighted how digitalization, customer data, and personalized engagement can strengthen the brand experience while improving customer frequency and economic performance.

Connecting these business models to the broader investment environment, I emphasized that innovation and intangible assets can generate value only when supported by a policy and institutional framework that makes investment in Brazil more secure and predictable. For businesses developing proprietary technologies, building brands, or scaling franchise and consumer models, legal certainty, reliable institutions, and consistent public policies are essential to reducing risk, encouraging long-term investment, and enabling sustainable growth.

Miguel Emery de Carvalho contributed to the public policy perspective, adding to the discussion on the conditions necessary for IP to support innovation, competitiveness, and economic development.

Together, the examples demonstrated that there is no single path for converting IP into economic value. Proprietary technologies and patent portfolios can underpin investment-intensive industrial businesses, while brand equity, operational know-how, data, and technology can combine to support scalable consumer-facing business models. In both cases, strategically managed intangible assets can move beyond legal protection to become part of the architecture of the business itself. At the same time, these models depend on a policy environment that provides sufficient security and predictability for investors and companies operating in Brazil.

Strengthening Dialogue in Brazil and Latin America

Sebastián Gómez Fiedler, INTA’s Chief Representative Officer for Latin America and the Caribbean, also represented the Association at the Congress, reinforcing INTA’s engagement with members and the broader IP community in Brazil.

Together with the panel discussions, these meetings with authorities, business leaders, and members of the local IP community reflected the depth of INTA’s engagement in Brazil, reinforcing relationships that extend well beyond the Congress itself.

The discussions in Rio de Janeiro highlighted two increasingly interconnected dimensions of IP in the global economy: (1) preserving trust and authenticity as AI transforms interactions between brands and consumers; and (2) recognizing intangible assets as sources of enterprise value, investment, and growth.

By bringing together perspectives from business, government, technology, and the IP profession, the 46th ABPI Congress provided an important forum for examining how IP systems can respond to these transformations.

INTA’s participation reflects the Association’s continued engagement in Brazil and across Latin America and the Caribbean, connecting global developments with regional priorities and fostering dialogue among members, businesses, policymakers, and the wider IP community.

INTA’s Latin America and the Caribbean Representative Office, based in Santiago, Chile, represents the Association’s members across the region. Working in collaboration with staff at INTA’s headquarters in New York City, the Latin America and the Caribbean Representative Office leads the Association’s policy, membership, marketing, and communications initiatives throughout this region. To learn more about INTA’s activities in Latin America and the Caribbean, please contact INTA Chief Representative Officer of the Latin America and the Caribbean, Sebastian Gomez Fiedler.

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.