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Today is a big day for Google: the tech giant is holding one of the most important conferences in recent years, Google I/O. The program will include numerous Gemini updates and integrations, as well as a new Googlebook, where the proprietary AI will play a key role. Ahead of the event, the company started rolling out the updated Gemini interface with new usage limits.
Previously, it seemed that Gemini, at least in the Flash version, could be used without any limits. However, now it seems that Google, like many other players in the AI market, has decided to monetize its product more actively. Perhaps, in this way, the company seeks to demonstrate to investors that large-scale expenditures were justified and can bring profit.
In the settings, you can find a tab with usage limits, where two counters appear. The first one is the Current Usage, and it is updated every five hours. The second is responsible for the Weekly limit. Presumably, if the user completely exhausts this supply, then even after resetting the current limit, access to the service will remain blocked until the weekly limit is updated.
For those who do not want to wait, Google offers to subscribe to Google AI Plus, which will double the available limit. Those who do not want to pay for any tariff will have to treat Gemini as just one of the AI applications that they need to switch between after reaching the limit.
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Google does not specify the exact number of messages that can be sent. It all depends on the functions a person uses and their queries. The more they use the resource, the faster the limit will be reached.
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In recent months, it has also been noticed that various AI agents, including Windsurf, have started to significantly limit the possibilities of free tariffs. This may indicate that investors expect AI companies to move to profitability. Over the past four years, tech corporations have been investing huge amounts of money in the hope of creating AI products that users would be willing to pay for. Now, they are actually starting to check whether these investments are capable of generating profit.
The US stock market is largely based on optimism around the AI segment. If companies like Google fail to turn losses from AI into profits, the stock market will react negatively. In the coming quarters, it will become clear whether the large-scale spending by large tech companies has paid off. This will be revealed when they publish their financial results.
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