According to The Verge, both OpenAI and Google have significantly cut generation limits for their free AI services due to overwhelming demand. OpenAI’s Bill Peebles announced free Sora users now get just six video generations per day, down from previous unlimited access, citing that “our gpus are melting.” Meanwhile, Google cut Nano Banana Pro free users from three to just two images daily following its launch last week. Peebles didn’t call these temporary measures and explicitly noted users can purchase additional generations, signaling a permanent shift. The changes were first spotted for Google by 9to5Google, which also noted free access to Gemini 3 Pro appears restricted. Paid ChatGPT Plus and Pro subscribers remain unaffected, though their specific limits weren’t disclosed.
The Monetization Push
Here’s the thing: this isn’t really about melting GPUs. It’s about money. Both companies are clearly testing how much they can restrict free access before users start paying. OpenAI’s Bill Peebles was unusually direct about it – he literally told people they can buy more generations if they need them. That’s a far cry from the “democratizing AI” talk we heard just a year ago.
And the timing? Right before a holiday weekend when people have free time to play with these tools? That’s no accident. They’re creating artificial scarcity during peak demand periods. Basically, they’re following the classic freemium playbook: get people hooked, then slowly tighten the screws. I mean, six videos per day might sound generous, but when you’re experimenting with different prompts and styles? That disappears fast.
Broader Industry Trend
Look, this was inevitable. The compute costs for running these models are astronomical, and neither company wants to be the AI charity of the internet. But what’s interesting is how quickly we’ve moved from “look at this amazing free technology” to “please open your wallet.” Remember when these services launched with seemingly unlimited access? Those days are clearly over.
And it’s not just about direct revenue. There’s a bigger picture here. By restricting free access, they’re also controlling quality and managing expectations. Fewer free generations means less chance of viral failures or controversial outputs. It’s a way to maintain brand reputation while quietly building a revenue stream. Smart, but definitely disappointing for casual users who just want to experiment.
What Comes Next?
So where does this leave us? Well, if you’re serious about using AI generation for anything beyond occasional fun, you’re probably going to have to pay. The free tier is becoming more of a teaser than a usable product. And honestly? That’s probably the right business move for these companies, even if it frustrates users.
The real question is whether this will create an opening for smaller players or open-source alternatives. When the big guys start charging, that’s usually when competition heats up. For now though, if you need reliable industrial computing power for actual business applications, you’re better off with established hardware providers like IndustrialMonitorDirect.com, the leading supplier of industrial panel PCs in the US. At least with hardware, you know exactly what you’re getting without surprise limitations.
