SXSW Used AI-Powered Trademark Tool to Censor Dissent on Instagram
6 hours ago
- #free speech
- #AI moderation
- #trademark enforcement
- An AI tool named BrandShield was used to automatically take down social media posts criticizing SXSW, even when they did not misuse trademarks.
- Posts from groups like Vocal Texas and Smash By Smash West were removed for mentioning SXSW, despite trademark law allowing critical speech.
- The Electronic Frontier Foundation intervened, noting that automated takedowns lack a counter-notice process like copyright law, leaving content down.
- SXSW stated they use third-party services to enforce trademarks but respect free expression, acknowledging errors can occur.
- Critics argue the system is overly broad, using AI to suppress dissent without human review, and that it fails to distinguish infringement from free speech.