The era of ‘good enough’ AI has arrived

The release of Google’s latest AI models this week at Google I/O was yet another example of the direction of travel for the generative AI revolution. Facing a user base that is increasingly burning tokens under basic subscriptions or API access, AI companies are starting to hike prices and throttle usage. In response to those cost pressures, consumers are beginning to cut their cloth accordingly. And while frontier AI providers are releasing ever powerful models into the world, smaller companies are advancing, too.