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William D. Schultz

Partner

WSchultz@MerchantGould.com
D 612.336.4677

Assistant

Abigail Krueger

AKrueger@MerchantGould.com
D 612.371.5228
William D. Schultz photo

Will Schultz is an AI and intellectual property attorney who helps companies navigate the legal, strategic, and operational challenges of artificial intelligence, digital platforms, and emerging technologies. A patent holder in AI technology, he brings both legal and technical perspective to his practice, which focuses on AI governance, technology strategy, and trademark and brand protection.

AI Governance & Strategy

Will advises companies on developing and implementing practical AI strategies. He works with legal teams and business leaders to evaluate how organizations use AI, identify legal and operational risks, benchmark governance programs against peers and emerging best practices, and develop actionable plans for responsible AI adoption.

His counseling focuses on what organizations should actually do—from establishing governance structures, policies, and risk-based review processes to evaluating AI tools and addressing intellectual property, confidentiality, data use, contracting, and human oversight. He also advises on generative AI and AI agents and helps clients develop implementation roadmaps across legal, marketing, intellectual property, and other business functions.

Trademark & Brand Protection

Beyond AI, Will is an experienced trademark and brand protection attorney who counsels some of the world’s best-known companies on trademark strategy, online enforcement, domain names, digital platforms, licensing, advertising, copyright, and technology agreements. He has substantial experience developing enforcement strategies for global brands and addressing infringement, counterfeiting, and impersonation across digital channels.

The common thread throughout Will’s practice is helping companies protect and advance their businesses as technology evolves. Whether a company is building an enterprise AI program, evaluating a new AI tool, confronting a digital threat, or protecting a global brand online, Will focuses on practical strategies that balance legal risk and business objectives.

Will regularly speaks and writes on artificial intelligence, intellectual property, brand protection, and emerging technology, including as co-author of AI Briefing with Will & AiME. He translates complex legal and technological developments into practical business guidance.

Federal Trademark Litigation

Initiated federal trademark litigation against motorcycle manufacturer’s use of recreational sport manufacturer client’s trademark. The end result stopped the defendant from using the mark and the client acquired the relevant domain name.

Domain Name Dispute

Represented publishing client in federal district court litigation action related to domain name and trademark infringement. Successfully stopped defendant from using names. In separat...

  • Drake University Law School, J.D., 2002,

    High Honors
    Order of the Coif
    Order of the Barristers
    Law Review
    American College of Trial Lawyers National Moot Court Competition
    National Institute for Trial Advocacy (NITA) Mock Trial Competition
    American Trial Lawyers Association Mock Trial Competition
    CALI Excellence for the Future Award in Patent Law and Intellectual Property Litigation

  • Drake University, B.S. Business and Marketing, 1999,

    With Honors, Summa Cum Laude

  • Colegio San Cernin, Pamplona, Spain,

    Spanish Language Instruction

  • Minnesota State Bar, 2002
  • Minnesota Federal Bar, 2002
  • U.S. Court of Appeals for the Seventh Circuit
  • U.S. Court of Appeals for the Eighth Circuit
  • U.S. District Court, District of Minnesota
  • U.S. District Court, Northern District of Illinois
  • U.S. District Court, Eastern District of Wisconsin
  • U.S. District Court, Western District of Wisconsin

Software patent litigation
Computer, Domain Name and Internet Disputes
Trademark Infringement, Unfair Competition, and Counterfeiting
Trademark Counseling (Brand Audits, Website Audits, Licensing)
Copyright Litigation and Licensing

American Intellectual Property Law Association
Minnesota Intellectual Property Law Association
Minnesota State Bar Association
Society of Children’s Book Writers & Illustrators (SCBWI)
Minnesota Society of Children’s Book Writers and Illustrators

Client Choice Awards IT & Internet, 2018-2019
Selected for inclusion in The Best Lawyers in America©, 2019-2027
Selected for inclusion in Minnesota Super Lawyers, 2014-2024, 2026
Selected for inclusion in Minnesota Rising Stars, 2008-2013
Senior Advocacy Award, Drake University
Honoree of the 18th Annual National Mock Trial Tournament, American Mock Trial Association
National Champion, American College of Trial Lawyers National Moot Court Competition
Best Oralist, American College of Trial Lawyers National Moot Court Competition
National Finalist, Association of Trial Lawyers of America Mock Trial Team
American College of Trial Lawyers Outstanding Oralist Award
All American Attorney Award, American Mock Trial Association
Key to the City of Des Moines, Iowa

Adjunct Instructor, Communications Law, University of St. Thomas

Adjunct Professor, Intellectual Property Moot Court, University of Minnesota Law School

Coach, Giles Rich Intellectual Property Moot Court Team, University of Minnesota Law School (won National title in 2007)

Coach, American Mock Trial Association, Drake University

Publications

Who Owns Our AI Governance Materials? — July 15, 2026. (AI Briefing with Will & AiME)

Does Naming My AI Agent Create Risk or Trust? — July 1, 2026. (AI Briefing with Will & AiME)

How Should I Evaluate AI as Part of an Acquisition? — June 24, 2026. (AI Briefing with Will & AiME)

Could AI Conversations Put My Trade Secrets at Risk? — June 17, 2026. (AI Briefing with Will & AiME)

Am I Buying an AI Tool or Committing to an AI Ecosystem? — June 3, 2026. (AI Briefing with Will & AiME)

How Should I Manage Shadow AI Inside My Organization? — April 22, 2026. (AI Briefing with Will & AiME)

How Do I Safely Scale AI Agents in My Business? — April 8, 2026. (AI Briefing with Will & AiME)

What Frameworks Should Companies Consider for AI Risk Management? — April 1, 2026. (AI Briefing with Will & AiME)

How Do I Spot Real AI Business Opportunities? — February 4, 2026. (LinkedIn)

What Does Visa’s “Trusted Agent Protocol” Mean for AI in Commerce? — November 12, 2025. (LinkedIn)

Could an animal be patented? Loophole in recent decision leaves the door open, co-authored with Bette Muirhead, Lexology, June 2014

Rewriting the America Invents Act, co-authored with Joseph Dubis, Lexology, June 2014

Using U.S. Government Content, co-authored with Barbara Marchevsky, Lexology, June 2014

Tesla Is Latest Company To Open Patent Rivals, Law 360, June 2014

Social Media Patents: Obtaining, Enforcing and Defending Patents Related to Social Media Applications, Authors: William Schultz, Robert Kalinsky, Elizabeth Tunheim Sheets, John Reinan, December 13, 2013

Minnesota Settlement Stifles Patent Troll’s Licensing Attempts, Lexology, co-authored with Michael A. Erbele, September 17, 2013

MPHJ Case Is Good News For Downstream Tech Users, Law360, co-authored with Daniel W. McDonald, September 4, 2013

Social Media Patents: Protecting Social Technology and Preventing Infringement Claims, The National Law Review, July 16, 2011

Online Copyright Protections after Viacom v. YouTube, The Magazine For The General Counsel, CEO & CFO, August/September 2012

“Business forum:  Stemming the tidal wave of patent claims,” Co-authored with Daniel W. McDonald, Minneapolis StarTribune, August 4, 2012

Trademark Litigation: Online Consumer Surveys, Practical Law Company, May 2012 (co-authored Practice Note regarding use of online surveys in trademark litigation matters to assess confusion)

Takeaways From Rosetta Stone v. Google, relating to keyword advertising and trademark infringement, IP Law 360, April 23, 2012

 

Presentations

Panelist, “TCB Talks: AI Unleashed,” Twin Cities Business, Minneapolis, May 19, 2026 — Panel discussion on enterprise AI adoption, including the impact of AI on business strategy, leadership, operations, and the future of work. Twin Cities Business

Speaker, “IP Issues in Contracts,” Minnesota CLE, June–July 2026 — Presented on intellectual property and commercial issues in AI contracts, including training data, AI output ownership, model improvements and fine-tuning, confidentiality and trade secrets, open-source content, indemnification, limitations of liability, and emerging AI compliance requirements.

Panelist, NFT-MSP Tech Conference, August 30, 2024 — Discussed artificial intelligence, copyright, digital art, blockchain, and emerging technology issues with technology, legal, and creative-industry panelists. (LocalTies Media)

Panelist, “Artificial Intelligence and Machine Learning – Usage Rights and Protection Strategies,” Association of Corporate Counsel Minnesota, April 19, 2023 — Discussed generative AI, intellectual-property ownership, privacy, AI and machine-learning patent issues, and strategies for protecting AI-assisted business processes. (ACC MN CLE Program)

Moderator, “The Legal Complexities of AI,” Minnesota Lawyer, 2023 — Moderated an in-house and outside-counsel panel on intellectual property issues presented by generative AI. (MinnLawyer)

Speaker, Artificial Intelligence & Machine Learning: Usage Rights & Protection Strategies, CLE with Minnesota Association of Corporate Counsel (April 2023)

On the Cutting Edge: Updates on Patent Law, Data Privacy, and E-Commerce CLE (July 11, 2019)

Quoted

Handling the Oncoming Tide of generic Top-Level Domain Name Disputes, JAMS Dispute Resolution Alert, August 2013

Company’s ‘patent trolling’ will end in Minnesota after attorney general investigation, by Annie Baxter, Minnesota Public Radio, August 20, 2013

The Business of Viral Pet Images, petside.com

Instagram Alters Terms To Allow Sale Of User Photos For Ads, Law360, December 18, 2012

Tough Road For Keyword Ad Suits After Rosetta Stone Deal, Law360, November 19, 2012