Google Declares the Agentic Era — Gemini Spark Goes 24/7
The headline is the hardware, not the model. Google didn't just release Gemini Spark this week — it announced that AI agents now run on always-on, persistent cloud VMs. That's the real story. For the first time, a frontier AI agent has a continuous home: it doesn't spin up when you call it, then disappear. It lives, waits, and acts — autonomously, around the clock. This is a meaningful architectural shift, not a product update.
The pricing tells you who Google is targeting. A $100/month Ultra tier for consumers and a $200/month enterprise plan are competitive when stacked against what organisations currently pay for automation tooling and human-hours on repetitive cognitive tasks. Google is pricing Gemini as infrastructure — the same category as compute, storage, and networking — not as a chatbot subscription. That framing matters enormously for how enterprise technology leaders should evaluate it.
Persistent agents change the security perimeter. When agents run continuously on cloud VMs — browsing, writing, calling APIs, sending emails on your behalf — your IAM policies become the last line of defence. An agent that lives 24/7 in your cloud environment has the same access footprint as an always-on employee with no off switch. Most enterprise IAM frameworks were not designed with this actor type in mind.
The governance issue is not theoretical. Google's move this week makes agent identity and access management a board-level infrastructure question, not a future concern. Enterprises that are still treating agentic AI as a pilot-phase experiment need to reset their timeline. The always-on agent is here, it's priced for enterprise scale, and it's running whether your governance team has caught up or not.
Before you evaluate Gemini's pricing, ask your security team one question: do our current IAM policies cover autonomous agents that operate continuously? If the answer is unclear, that's your week-one priority — not the pricing sheet.