In this episode, Branddy speaks with Etienne Sanz de Acedo, the CEO of INTA, for an in-depth discussion on the current state of intellectual property.  During the episode, Etienne shares insights on the evolving landscape of IP, the impact of new technologies and players, and the importance of integrating IP into business strategies. He also explores a story of AI in generating speeches and offers valuable advice for entrepreneurs looking to navigate the world of intellectual property. Tune in for a comprehensive overview of IP in the digital age. Topics discussed: The state of intellectual property today and the need for heightened consumer protection in the digital realm. Raising awareness about the value and impact of IP on the economy, GDP, and research and development. The adaptation of IP protection laws in response to new technologies, including the Internet of Things, AI, blockchain, and the Metaverse, and the challenges of keeping up with rapid technological advancements. Changing dynamics in the world of IP, such as entrepreneurs favoring online IP registration and the accelerated pace of product life cycles compared to IP rights. The profound influence of evolving consumer behaviors on IP and the need to address these shifts effectively. Viewing IP not as a cost center but as a revenue center and a resource, with the significance of integrating IP into daily business operations. Valuable advice for entrepreneurs, stressing the early incorporation of IP in business plans, tailored strategies, and leveraging tools for IP portfolio management and revenue generation.