Autodesk is suing Google over the name of its Flow AI videomaker
AI Overview
•Autodesk is suing Google, claiming trademark infringement over the use of "Flow" for Google's AI…
•Autodesk argues Google's "Flow" branding will likely confuse customers, as Autodesk already has…
•The lawsuit alleges that Google initially indicated it wouldn't commercialize the "Flow" name, but…
•Autodesk is seeking to block Google from using the "Flow" trademark and is requesting unspecified…
Imagine spending years building a brand, only to have a tech giant swoop in and use the same name. That's the situation Autodesk, the 3D design software company, finds itself in, leading to a lawsuit against Google over its "Flow" branding for an AI video generator.
The "Flow" Fight: Autodesk vs. Google
Autodesk, a leader in 3D design software, is taking on Google in a trademark infringement lawsuit. The heart of the matter? The name "Flow," which both companies are using for AI-related products. Autodesk claims Google's "Flow" branding for its AI video generator will confuse customers and harm its existing "Flow" branded products.
Autodesk's "Flow" Ecosystem
Autodesk introduced "Flow" back in 2022 as a cloud platform aimed at filmmakers and other creators. Since then, they've expanded their "Flow" offerings, including Flow Studio, an AI tool that transforms live-action footage into 3D scenes. This established presence is central to Autodesk's claim.
Google's Alleged Change of Heart
The conflict reportedly began when Google launched its AI-powered Flow app in May 2025. According to Autodesk, they asked Google to stop using the name. Google allegedly responded that they would market the product as “Google Flow,” not just “Flow.”
However, Autodesk claims Google "misrepresented" its intentions. The lawsuit alleges Google filed a trademark in Tonga, "where applications are not generally available to the public," before applying to register the standalone "Flow" name in the US, citing its Tonga application.
Confusion in the Market
Autodesk argues that the confusion is already happening. They claim that people on social media, magazines, and even users of Google's Flow have mistakenly referred to Google’s product as "Flow Studio." This alleged confusion underscores the potential damage to Autodesk's brand.
Legal Action and Demands
The lawsuit, filed in a California court, seeks to prevent Google from using the "Flow" trademark. Autodesk is also asking for unspecified damages related to the alleged infringement, citing potential harm to its brand and business operations. As of now, Google has not issued an official response to the lawsuit.
According to the complaint, "Google’s false representation that it would always use a combination of its house mark and Flow was intended to buy time to allow it to swamp Autodesk’s place in the market. Despite the success of Autodesk’s Flow products, the much larger Google will likely overwhelm the Autodesk Flow products and Flow marks."
The Bigger Picture
This lawsuit highlights the growing tension over branding in the rapidly evolving AI space. As AI tools become more prevalent, companies are fiercely protecting their intellectual property.
The case underscores the importance of trademark protection, especially in crowded tech sectors. It shows how even a company as large as Google can face legal challenges over branding.
The outcome could set a precedent for how tech companies navigate trademark disputes when similar names are used for AI products.
The suit also highlights the strategic importance of early trademark filings, even in less conventional jurisdictions like Tonga.
This legal battle could impact the future branding strategies of both Autodesk and Google, potentially leading to rebranding or licensing agreements.
