Autodesk sues Google over Flow AI software trademark

Google is facing a lawsuit from Autodesk over its use of the trademark “Flow” for AI-powered software aimed at movie, TV, and video game production.

Autodesk filed the complaint in US federal court, claiming it began using the “Flow” name in September 2022 for visual effects and production management tools.

Autodesk alleges that Google launched its “Flow” software in May 2025, targeting the same customer base, despite assurances it would not commercialize the name.

The lawsuit also states Google applied for a trademark in Tonga and later in the US, using a strategy Autodesk claims was intended to delay opposition.

Google has not commented on the case.

🔗 Source: Reuters

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Implications, context, and why it matters.

A David vs. Goliath battle over an AI software name in media production

The lawsuit sets up a stark size gap between Autodesk, valued at around US$51 billion, and Google’s parent Alphabet, with a market capitalization of about US$3.9 trillion.
For Autodesk, the case lands soon after the company said it would cut about 1,000 jobs while shifting spending toward cloud services and AI development.
Both firms chase the same buyers in movie, TV, and video game production, turning the dispute into a head-to-head fight over the name of AI-enabled software used in that work.

The ‘Flow’ dispute highlights alleged trademark tactics in the AI race

Autodesk’s complaint centers on Google’s alleged move to apply for a “Flow” trademark in Tonga before seeking US protection, a step that could be part of a broader intellectual property (IP) play used by larger corporations to gain leverage.
The approach could raise costs for smaller software companies, pushing legal teams into more defensive trademark filings across many countries to protect product names.
Even in specialized areas like visual effects and production management, product names now carry more weight in the AI gold rush, which raises the odds of more litigation as companies push for market dominance.