Starting October 9, Google will limit free access to its Gemini AI models. Users will get only the Flash Lite model. Access to the standard Gemini Flash and Pro models will now cost $4.99 per month for a Google AI Plus subscription, The Verge reported. This changes Google’s strategy for its flagship AI offering, moving to monetize after months of broad availability.

This pricing change follows Google’s unveiling of its Gemini 4 Argon model on October 1. Access to Gemini 4 Argon, which some described as Google’s most advanced AI model, was immediately restricted due to safety concerns, The Hindu reported. Google has been integrating Gemini into its products, with deeper connections to Pixel devices and services, a development this outlet covered on September 8. Google also plans to expand its “Call for Me” AI feature. It could move beyond business calls to include personal tasks like messaging friends and family, with examples like “Call Mom and tell her I will be 15 minutes late” appearing in an APK teardown, The Verge reported.

Google is also expanding its AI applications for businesses and creative users. The company is turning Gemini into an AI agent for businesses, capable of planning, executing tasks, and working across various business applications and systems, according to TechCrunch. This agent can delegate work to subagents, use multiple AI models, and receives its own workplace identity with an email address. For individual users, Google released an experimental note-taking app called Google AI Edge Foresight. The app runs on macOS using the company’s on-device EmbeddingGemma 2 model. It can transcribe meetings and audio files entirely offline and is free, The Verge reported. Google Labs is also experimenting with Playground, an AI-powered game-creation platform. Users can build browser-based games from simple text prompts, according to TechCrunch.

Google pushes its AI offerings into new markets and monetization models, but it also faces regulatory challenges. The company is currently fighting a £1 billion UK lawsuit over its Play Store app fees. Lawyers allege Google used its dominant position to charge commissions up to 30% on app purchases, The Hindu reported. This follows earlier regulatory pressures. In August, there were requests to remove Firebase links. In September, Google agreed to report child abuse content directly to Indian authorities. The Competition Commission of India (CCI) did end an antitrust inquiry into Google on September 10.

Google is also securing its infrastructure to support its AI ambitions. On October 1, the company launched its first Suncatcher orbital data center test. It also signed a 3.6-gigawatt power deal with Constellation Energy to supply electricity to its data centers across the US, The Hindu reported. In August, Google acquired Spirit Airlines’ business data for $10 million. The company is also engaging with the US government’s Tradewinds initiative. This program makes it easier for the Pentagon to award millions for AI purchases to “nontraditional” defense contractors, including Google, OpenAI, and Anthropic, Wired reported.

Google is expanding its AI capabilities across consumer, enterprise, and defense sectors. The company is also monetizing its advanced models. The decision to restrict free access to its more capable Gemini models shows a move towards tiered AI offerings. This expansion happens alongside persistent legal and regulatory scrutiny over its market practices, including a £1 billion UK lawsuit over app store fees.

What change is Google making to free Gemini access?

Starting October 9, Google will limit free users of Gemini to the Flash Lite model, requiring a $4.99 per month Google AI Plus subscription for access to the standard Gemini Flash and Pro models.

What is Google AI Edge Foresight?

Google AI Edge Foresight is an experimental, free note-taking app for macOS that can transcribe meetings and audio files entirely offline using Google’s on-device EmbeddingGemma 2 model.

What is the amount of the UK lawsuit against Google?

Google is fighting a £1 billion UK lawsuit concerning app store fees, with claims that it charged commissions up to 30% on app purchases through its Play Store.

Compiled by Launch91 Desk from the sources linked above. More about Launch91.