This work proposes an experimental methodology to identify and measure artificial intelligence (AI)-related trademarks. It aims to shed light on the extent to which (new) companies and products appearing on the market rely on, exploit or propose AI-related goods and services, and to help identify the companies and organisations that are active in the AI space. The paper finds evidence that AI-related goods and services have expanded in consumer markets in recent years. Companies and other economic agents appear to register AI-related trademarks primarily to protect computer-related products and/or services, especially software, audio-visual devices and for analytical purposes. Important trademark activities related to AI also emerge in the education space, with AI-related keywords being frequently associated with educational services as well as classes, publications, workshops and online material.