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Google controls the .new TLD and uses it across their own products: docs.new, sheets.new, slides.new, meet.new.

They also call Gemini's custom AI agents "Gems". The creation flow is literally titled "New Gem".

Under Google's own registry rules, any .new domain must instantly initiate a creation flow, which is exactly what creating a new Gem does.

gem.new is still unregistered.

I’ve noticed more companies shortening their .com domains over time, sometimes years after launch. I collected a few examples in this post and was curious if others here have seen similar trends or have more examples.