Google is facing a high-stakes trademark fight with Autodesk over competing AI tools that promise to reshape how films are made. At the center of the dispute is the name “Flow,” which Autodesk says it has long used for its own media and entertainment software and which Google has now adopted for its AI-powered movie-making platform. The lawsuit tests how far big tech companies can push into creative industries without colliding with established players’ intellectual property.
The clash arrives just as studios, streamers, and independent creators are racing to adopt generative video tools that can turn text prompts into cinematic sequences. With both companies pitching Flow-branded products to many of the same customers, the outcome could influence not only branding in the AI sector but also who sets the terms for the next wave of digital production workflows.
The lawsuit and Autodesk’s core allegations
Autodesk has gone to court arguing that Google is infringing its “Flow” trademark by using the same name to market AI-enabled software for film and video production. In its complaint, Autodesk says it has invested heavily in building recognition for Flow-branded tools in media and entertainment, and it accuses Google of deliberately targeting the same space with a confusingly similar brand. The filing portrays the dispute as more than a naming spat, framing it as a threat to Autodesk’s reputation among studios and production houses that already rely on its software.
According to the complaint, Autodesk says Google previously assured it that a project called Flow would not be commercialized, only for the company to later seek trademark protection for the same name. The lawsuit alleges that Google applied to register Flow in the Kingdom of Tonga, then used that filing to support similar claims in the United States. Autodesk argues that this strategy, combined with Google’s marketing of its own Flow-branded tools, risks eroding the distinct identity of Autodesk’s Flow line in the eyes of customers.
How Google’s Flow fits into its AI video ambitions
Google has been positioning Flow as a flagship AI filmmaking environment that sits on top of its broader generative stack. In a company blog, it describes Flow as a new AI filmmaking tool built with creatives for the next wave of storytelling, integrating models like Veo, Imagen, and Gemini. The platform is pitched as a way for directors and editors to move from text prompts and rough ideas to polished sequences, with AI handling tasks such as shot generation, transitions, and visual experimentation.
Google’s own description emphasizes that Flow is designed to work alongside existing production pipelines rather than replace them, offering a workspace where users can iterate on scenes and styles. In a separate post, the company reiterates that Today it is introducing Flow as part of a broader push to give creators access to its most advanced video and image models. That positioning underscores why Autodesk sees the branding as a direct competitive threat rather than a distant experiment.
Trademark maneuvers from Tonga to U.S. courts
One of the most striking elements of Autodesk’s complaint is its focus on how Google allegedly used a small Pacific jurisdiction as a springboard for a global trademark campaign. The filing says Google applied to register Flow in the Kingdom of Tonga, then relied on that application to seek similar protection in the United States. Autodesk portrays this as a calculated move to secure rights in a less contested registry before expanding into larger markets where its own Flow trademarks are already established.
The complaint further alleges that Google has actively marketed its Flow software to film and video professionals while those trademark efforts were under way. Separate summaries of the case note that the Tonga filing was used to support U.S. applications and that Google’s branding push continued even as Autodesk raised objections. For Autodesk, those steps are central to its argument that Google is not merely using a similar name in isolation but is building a full commercial identity around Flow in markets where Autodesk already operates.
Autodesk’s Flow portfolio and fears of market confusion
Autodesk is not a newcomer to the media and entertainment world, and it has been promoting its own Flow-branded offerings as part of a broader suite for content creation. Company materials describe Flow products as tools that help manage complex production pipelines, from asset management to collaboration across teams. The company warns that despite the popularity of its Flow line, Google’s significantly larger scale and marketing reach could overwhelm Autodesk’s brand, especially among new customers who are just beginning to explore AI-driven workflows.
Analysts following the case note that Autodesk, Inc., which trades under the ticker ADSK, has framed the lawsuit as a necessary step to protect its customer base. Another summary of the dispute notes that Autodesk Sues Google Over Flow Trademark in a Software Dispute that centers on overlapping audiences. Autodesk argues that both companies are now pitching Flow-branded AI tools to many of the same studios, agencies, and content platforms, heightening the risk that buyers will assume the products are related or interchangeable.
What the case signals for AI, IP, and creative industries
For me, the Autodesk–Google clash is a preview of how intellectual property battles will play out as AI tools become embedded in every stage of content production. Legal analysts have already described how Autodesk and Google are now locked in a trademark battle over AI video tools, with Autodesk suing Google on a Friday in Feb and alleging infringement of its Flow mark. Another report notes that Autodesk, identified again as ADSK, has brought a case accusing Google of infringing on an AI content creation software name. These parallel descriptions underline how central branding has become to the competitive landscape in generative media.
At the same time, coverage of the dispute highlights how both sides are leaning on public messaging to shape perceptions. One summary notes that By PYMNTS February, Autodesk had already detailed its concerns in a January press release, while Google continued to promote Flow as a creative partner for filmmakers. Another account, titled Autodesk Takes Google Flow, underscores how the case is being watched by developers and artists who see AI tools as both an opportunity and a source of uncertainty. For those stakeholders, the outcome will help determine whether established software vendors can rely on long-standing brands to carry them into the AI era or whether tech giants can reframe the market around their own naming and distribution power.
