Blockchain Firm Zora Labs Sues Deloitte Consulting Over “Zora AI” Trademark Infringement
On Thursday, June 12, 2025, Law360 reported that Zora Labs Inc., a blockchain-focused web platform offering artificial intelligence tools, has initiated a lawsuit against Deloitte Consulting in New York federal court, alleging trademark infringement related to Deloitte’s generative AI services product named “Zora AI.”
The complaint, filed on Wednesday, June 11, 2025, targets Deloitte Consulting’s launch of “Zora AI” and its registration of the domain zora.ai. Zora Labs, which operates under the domain zora.co, claims that individuals seeking its website or services are redirected to Deloitte’s site, which markets “Zora AI” and uses the Zora mark. The complaint alleges that this redirection misleads visitors into believing Deloitte’s “Zora AI” is affiliated with, endorsed by, or provided in collaboration with Zora Labs.
Zora Labs has been using the Zora mark since 2020 for software and cryptocurrency services, and began offering AI tools in March 2024. The complaint notes that Deloitte’s “Zora AI,” described as a “digital workforce” product for services like data analytics, is promoted online as “Zora” or “Zora AI™.” However, Deloitte Consulting has not sought registration for these terms in relation to AI goods or services.
According to the complaint, Deloitte’s use of the “TM” symbol with “Zora AI” falsely suggests a business relationship with Zora Labs, such as licensing or partnership, despite no such connection existing. The lawsuit includes six counts, including charges of trademark infringement, unfair competition, deceptive practices, and violations of the Anticybersquatting Consumer Protection Act.
In response, Deloitte Consulting stated to Law360, “This filing is meritless, and we intend to defend ourselves vigorously.”
Merri C. Moken, Zora Labs’ attorney, told Law360 that Zora Labs has diligently developed and protected its intellectual property, including the Zora trademark, established prior to Deloitte Consulting’s use of the mark. Moken noted that Zora Labs, a client of Deloitte Tax, was disappointed by Deloitte Consulting’s unauthorized use of the mark. Despite multiple attempts to resolve the issue amicably, Zora Labs sought a restraining order to halt further infringement and damage.
Source: Law360
