EasyFiling is a new, mobile-friendly application combining artificial intelligence and the latest technologies to simplify e-filing for direct filers. First-time applicants, with little or no knowledge of the EU trade mark application process are guided in a way that should prevent mistakes and avoid delays in the registration of their trade mark. An interactive virtual assistant facilitates, amongst others, the selection of pre-approved terms of goods and services and supports understanding of the risks of conflict with similar, pre-registered trade marks.