Autodesk has sued Google over alleged trademark infringement linked to the name “Flow AI,” escalating disputes over branding in the AI software market
As AI software proliferates, naming rights are becoming a legal battleground.
Autodesk has filed a lawsuit against Google, alleging trademark infringement related to the use of the name “Flow AI” for software products. The case highlights how quickly brand conflicts are emerging as AI features multiply across enterprise tools.
Neither company has disclosed financial terms or potential remedies at this stage.
Why trademarks are colliding in AI
The AI sector is moving faster than traditional intellectual property frameworks can comfortably accommodate. Companies are racing to brand new tools, assistants, and platforms—often using similar language centered on “flow,” “copilot,” or “assistant.”
Autodesk argues that Google’s use of the Flow AI name creates confusion with its own software offerings, potentially diluting brand identity in a competitive enterprise market.
Trademark law hinges on likelihood of confusion rather than intent.
What’s at stake for both sides
For Autodesk, protecting naming rights is about safeguarding differentiation in a crowded software ecosystem where AI features increasingly overlap.
For Google, the lawsuit represents another reminder that scale does not insulate companies from IP disputes—particularly when entering domains already occupied by established players.
The outcome could influence how aggressively tech giants brand new AI tools without extensive clearance.
A growing category of disputes
Trademark lawsuits around AI naming are becoming more common as companies rush to market. Unlike patents, which take time to file and grant, branding decisions often move at product-launch speed.
That gap creates friction, especially when large platforms introduce AI features into markets where smaller or more specialized firms already operate.
The case may encourage more conservative naming strategies—or more litigation.
Beyond one lawsuit
Regardless of outcome, the Autodesk–Google dispute reflects a deeper issue: AI’s rapid integration into existing software markets is blurring boundaries that trademarks were meant to clarify.
As AI becomes a default feature rather than a standalone product, conflicts over naming and positioning are likely to increase.
For now, the courts will decide whether “Flow AI” crosses a legal line. For the industry, the message is clearer: in AI, even the name can be contested territory.
