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In this text we identify the contemporary professional profile of those employed in the communication field-journalists, PR experts, advertisers. The main thesis is that the emergence of technology leads to redefining of the professional communicators' expertise. There are serious transformations in each of the professions, and new professional roles requiring new advanced competencies emerge. We researched these competencies in three directions-technological competencies; digital narrative competencies; strategic competencies. Our documental and content analysis of job postings in global websites for offering and finding employment showed that in the communication professions the differentiation between job positions vanishes, a convergence of professional expertise appears and there are merging competencies-in each of the professional groups as well as between the professions of journalists, PR experts and advertisers. The requirement for convergent competencies does not lead to obliteration of the different communication fields but elevates them to a new technological-narrative level without depersonalizing their identity and social roles.

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• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Artificial Intelligence can be found in every field, and trademarks are no exception. In fact, the rapid growth of Artificial Intelligence in the last few years has led to the emergence of several applications intended to be used in e-Commerce to facilitate the consumer decision-making process. This new development threatens to eliminate the human factor or significantly diminish his/her role in the consumer decision-making process to the extent that humans are no longer the ones interacting with trademarks. Several questions naturally emerge one of which is about the functions of a trademark. This is why the central objective of this thesis is to disclose how Artificial Intelligence is currently interacting with the functions of a trademark as developed in the EU Trademark Law, especially during the consumer decision-making process and whether this interaction calls into question the functions of a trademark as we know them. The first chapter of this thesis focuses on the notion of Artificial Intelligence. It includes an overview of the efforts made over the years to establish a definition of Artificial Intelligence, a short explanation of its essential concepts and an outline of its current uses. The second chapter discusses the functions of a trademark. First, it provides some clarifications regarding the meaning of the term “functions” under Intellectual Property Law and the current EU Legal Framework on the Functions of a Trademark. Then follows an explanation of how the essential function of origin and the other economic functions of a trademark have evolved over the course of the CJEU's jurisprudence while also pointing out their main positive effects. After obtaining a better understanding of both Artificial Intelligence and the functions of a trademark in the previous chapters, the third chapter addresses the interplay between Artificial Intelligence and the functions of a trademark in the particular context of the consumer decision-making process. More specifically, this final chapter examines the specific Artificial Intelligence applications that can affect the consumer decision-making process and thus interact with trademarks, it clarifies the essential role of the human factor – the consumer – in this particular context, it tries to answer whether Artificial Intelligence actually challenges the functions of a trademark and evaluate whether the current EU legal framework is adequate for dealing with challenges created by this interplay.