Autodesk has launched a legal challenge against Google, accusing the technology giant of infringing on its “Flow” trademark by using the same name for competing artificial intelligence software aimed at the entertainment industry. The lawsuit, filed in federal court in San Francisco, signals rising tensions between two major players as AI-powered tools become increasingly central to film, television, and video game production.
According to the complaint, Autodesk began using the Flow brand in September 2022 for a range of professional tools that support visual effects, project coordination, and production management. These products were designed to streamline creative workflows for studios and digital artists. Autodesk claims it had already established recognition for the Flow name among industry professionals before Google introduced its own Flow-branded software in May 2025.
The company argues that Google’s entry into the market with a similarly named product has created confusion among customers and threatens Autodesk’s foothold in a competitive and fast-evolving segment of creative software.
Questions Surround Trademark Filings and Communication
A key element of the lawsuit focuses on Google’s trademark strategy and its prior interactions with Autodesk. Autodesk alleges that Google had indicated it would not commercialize a product under the Flow name. Despite this, Autodesk claims Google proceeded with trademark filings in ways that limited early public visibility.
The complaint states that Google applied to trademark the Flow name in the Kingdom of Tonga in May 2025. Autodesk contends that trademark applications in Tonga are generally not accessible to the public, making it difficult for competitors to monitor such filings. The lawsuit further alleges that Google later relied on this application to pursue trademark protection in the United States.
Autodesk also points to Google’s marketing efforts, saying the company promoted its Flow software at major industry gatherings attended by film and media professionals. By showcasing the product at high-profile events, Autodesk believes Google sought to quickly establish brand recognition within the same customer base targeted by Autodesk’s existing Flow tools.
From Autodesk’s perspective, these actions reflect a calculated effort to accelerate Google’s entry into the market while reducing Autodesk’s ability to protect its brand identity.
Claims of Customer Confusion and Competitive Harm
Central to Autodesk’s case is the assertion that the shared use of the Flow name could mislead customers into assuming a connection between the two companies’ products. Autodesk argues that this overlap risks blurring brand distinctions in a market where reputation and reliability play a critical role in purchasing decisions.
The lawsuit claims that Google’s scale and influence could allow it to dominate visibility in the AI creative tools space, potentially overshadowing Autodesk’s offerings. Autodesk is seeking compensatory and punitive damages, alleging that Google’s actions have caused consumer confusion and may result in long-term harm to its brand and business operations.
The company maintains that the dispute is not only about naming rights but also about preserving fair competition in a sector where rapid innovation is reshaping how creative content is produced.
Vast Difference in Corporate Scale
The legal battle highlights the stark contrast in size between the two companies. Autodesk, headquartered in San Francisco, has a market valuation of about $51 billion. Google’s parent company, Alphabet, based in Mountain View, California, carries a market value of roughly $3.9 trillion.
Autodesk’s complaint emphasizes this imbalance, suggesting that Google’s financial resources and global reach give it a significant advantage in promoting new products. The concern is that a company of Google’s scale could quickly saturate the market with branding and marketing efforts, making it harder for smaller competitors to maintain visibility.
Observers say the case reflects a broader pattern in the technology industry, where established enterprise software firms increasingly face competition from tech giants expanding into specialized professional markets.
Autodesk Navigates Internal Changes
The lawsuit comes at a time when Autodesk is undergoing strategic adjustments of its own. The company recently announced plans to cut around 1,000 jobs, representing approximately 7% of its workforce. These reductions are part of a broader effort to redirect investment toward cloud infrastructure and artificial intelligence capabilities.
Autodesk has indicated that strengthening its AI and cloud offerings is essential to remaining competitive in a landscape where digital production pipelines are becoming more sophisticated. The Flow product line is considered a key component of that long-term strategy.
The company’s legal action against Google can be seen as part of a wider attempt to defend its intellectual property while it restructures and invests in next-generation technologies.
Comments are closed.