The generative AI (genAI) market is increasingly crowded with various image and video creation tools. Amidst this fierce competition, Freepik made a big splash by announcing an unlimited image creation feature—even including videos in certain schemes.
This move immediately attracted attention, but it also raised an important question: is it truly unlimited, or are there hidden strings attached?
No Credits, More Flexibility
Previously, many AI services—including Freepik—used a credit or token system. This meant users could only create a certain amount of content unless they purchased additional content.
Now, Freepik is removing this system for paid users.
Freepik CEO, Joaquín Cuenca, explained the reasoning behind this change:
“We decided to remove credits because the main barrier isn’t the technology, but how it’s used. We want users to focus on creating, not calculating how many images they can create.”
This approach is seen as an effort to make AI more accessible and more “natural” for creators.
But Not Completely Free
While it sounds appealing, this feature isn’t free. Unlimited creation is only available to Premium+ and Pro subscribers, with prices starting at around $25 per month.
However, compared to the old token-based model, this scheme is considered more transparent and convenient for active users.
AI Videos Also Unlimited (Temporarily)
In addition to images, Freepik also offers unlimited AI video creation—but only for certain models and for a limited time, such as a promotion during July.
There are still technical limitations, for example:
Maximum resolution up to 768p (depending on model)
Usage limitations per AI model
This means that “unlimited” here still has technical limitations.
Business Strategy or Just a Gimmicks?
Freepik’s move is also seen as a strategy to attract more paying users. With the cost of genAI decreasing, a subscription model like this is becoming more viable for business.
However, the question arises:
do users really need unlimited creation?
Many analysts believe this feature is more of an initial attraction (a gimmick) to attract new customers. The real challenge is retaining them long-term.
Mobile Apps Also Updated
Freepik has also relaunched its mobile apps for iOS and Android. This app allows users to:
- Create AI images and videos directly from their phone
- Edit content with AI
- Adjust visual styles
- Share to social media
Cuenca emphasized that Freepik aims to combine power and simplicity in one platform.
Freepik is trying to change the way people use AI—from a limited, credit-based model to a more free and flexible experience.
While not completely free, this “limitless” concept could be a new direction for the genAI industry. However, whether this model will last or is just a passing trend remains to be seen.
One thing is certain: competition in the creative AI world is heating up, and users now have more choices than ever.
