Clarivate and Corsearch Analysts Had Jobs Yesterday. Haloo Changed That Overnight.

INTA 2025: A Milestone Moment for Haloo

The INTA Annual Meeting is always a special event. But for Haloo, #INTA2025 was truly unforgettable. As I stood by our booth and watched a steady stream of trademark professionals engage with our latest technology, I felt a surge of pride and excitement. After five years of R&D, countless iterations, and an unwavering belief in our mission, our team finally proved what we’ve long known to be true: traditional human Boolean searching is officially obsolete.

A Long Time Coming

As with most breakthroughs, this one didn’t happen overnight. It was a slow, gradual build until suddenly it was undeniable.

Since 2016, I’ve been closely following the evolution of AI-powered trademark search tools. I’ve tested them all: TrademarkNow, TMTKO, Brand Landscape Analyzer, and others. Each promised to disrupt the industry. But ultimately, they all failed because their keyword-based Boolean and wildcard queries were too limited. They routinely missed relevant conflicts and weren’t nearly as reliable as an experienced human analyst.

This deficiency became Haloo’s starting point.

From day one, we understood that creating a truly transformational tool would be neither fast nor simple. So we narrowed our focus to one essential goal: outperforming humans in retrieving comprehensive trademark conflict data—instantly.

And we succeeded.

Our platform made it possible to run searches, review results, and generate expert-quality reports within minutes and without needing a human analyst.

The Smart-Sort Breakthrough

Yet even with all these new capabilities, ranking search results according to the actual legal standard of trademark confusion was still a time-consuming, manual task. With that in mind, we decided to take Haloo to the next level and built Smart-Sort. 

Powered by our proprietary AI technology, Smart-Sort ranks trademark search results according to the legal confusion test used by real courts. Smart-Sort doesn’t just help lawyers make decisions faster; it consistently delivers better, more accurate results than even the most seasoned human experts. Confident in what Smart-Sort could do and eager to prove it to the IP law community, we put it to the test on the biggest stage possible.

The INTA Blind Challenge

At INTA, we asked trademark professionals to witness a bold comparison: a blind, side-by-side test between Haloo’s Smart-Sort and an experienced human analyst from a leading legacy provider.

We created five real trademark search scenarios and requested feedback from over 300 trademark experts. The results were remarkable: 

• Search 1: 62% of participants favoured Haloo.

• Search 2: Haloo won unanimously.

• Search 3: 75% chose Haloo.

• Search 4: Another unanimous victory for Haloo.

• Search 5: The fifth and final search was especially telling. The human analyst needed an additional eight days—and charged an extra $600—to complete the task.

Reliably, Haloo delivered its results instantly, with crystal clear precision, and all for $40, as part of our subscription.

The content wasn’t even close.

Implications for the Industry

Haloo has managed—yet again—to redefine what’s possible in trademark clearance. Smart-Sort unlocks entirely new possibilities for trademark professionals:

• Law firms can now perform instant, comprehensive trademark searches, significantly increasing client value and revenue potential.

• Corporate teams can make faster, more confident brand decisions without relying on costly third-party vendors.

• Small businesses, previously unable to afford thorough trademark protection, now have affordable, easy access to comprehensive trademark coverage.

 The days of manually constructing Boolean queries, paying hundreds (or thousands) of dollars for reports, and waiting days for results have officially come to an end.

Final Thoughts about INTA and a Glimpse Ahead

Standing at the booth, surrounded by lawyers, brand professionals, and industry leaders who were genuinely amazed by what Smart-Sort could do, I felt a deep sense of satisfaction in what we’ve been able to accomplish. This wasn’t just a product launch; it was a turning point for an industry long dominated by legacy tools that have prominent names but are woefully inadequate in practice. We’ve taken the Boolean search—a task that was slow, expensive, and dependent on a handful of experts—and made it fast, affordable, and widely accessible. In the process, we’ve watched the balance of power shift away from costly vendors and into the hands of the professionals who are the heart and soul of the trademark industry.

While Smart-Sort represents a major leap forward, it’s only the beginning. The team at Haloo is committed to exploring new frontiers with AI tools that empower legal professionals, brand owners, and other players in the trademark ecosystem. We hope you’ll all stay tuned, because the future of trademark law is upon us, and we’re just getting started.