diff --git a/src/OnboardingSPA/components/ErrorState/Step/SiteGen/index.js b/src/OnboardingSPA/components/ErrorState/Step/SiteGen/index.js
index 8076c124a..ef56822cd 100644
--- a/src/OnboardingSPA/components/ErrorState/Step/SiteGen/index.js
+++ b/src/OnboardingSPA/components/ErrorState/Step/SiteGen/index.js
@@ -1,6 +1,6 @@
 // WordPress
 import { useViewportMatch } from '@wordpress/compose';
-import { useEffect } from '@wordpress/element';
+import { useState, useEffect } from '@wordpress/element';
 import { useSelect, useDispatch } from '@wordpress/data';
 import { Button, Fill } from '@wordpress/components';
 
@@ -27,10 +27,12 @@ import {
 	HEADER_SITEGEN,
 	pluginDashboardPage,
 } from '../../../../../constants';
+import { setFlow } from '../../../../utils/api/flow';
 
 const SiteGenStepErrorState = () => {
 	const navigate = useNavigate();
 	const isLargeViewport = useViewportMatch( 'small' );
+	const [ disableRetry, setDisableRetry ] = useState( false );
 
 	const {
 		setIsHeaderEnabled,
@@ -55,6 +57,10 @@ const SiteGenStepErrorState = () => {
 		setIsHeaderNavigationEnabled( true );
 		setDrawerActiveView( false );
 		setSidebarActiveView( false );
+		setDisableRetry(
+			currentData.sitegen?.siteGenErrorMeta?.retryCount >
+				currentData.sitegen?.siteGenErrorMeta?.maxRetryCount
+		);
 	}, [] );
 
 	const { brandConfig, currentData, currentStep, previousStep, allSteps } =
@@ -100,8 +106,9 @@ const SiteGenStepErrorState = () => {
 		navigate( data.steps[ 1 ].path );
 	};
 
-	const handleRetry = () => {
+	const handleRetry = async () => {
 		updateSiteGenErrorStatus( false );
+		await setFlow( currentData );
 	};
 
 	const handleGoBack = () => {
@@ -186,6 +193,7 @@ const SiteGenStepErrorState = () => {
 								onClick={ () => {
 									handleRetry();
 								} }
+								disabled={ true === disableRetry }
 							>
 								<p className="nfd-onboarding-button--site-gen-next--text">
 									{ content.buttonText }
@@ -200,6 +208,7 @@ const SiteGenStepErrorState = () => {
 									onClick={ () => {
 										handleRetry();
 									} }
+									disabled={ true === disableRetry }
 								>
 									<p className="nfd-onboarding-button--site-gen-next--text">
 										{ content.buttonText }
diff --git a/src/OnboardingSPA/components/NewfoldInterfaceSkeleton/SiteGen/index.js b/src/OnboardingSPA/components/NewfoldInterfaceSkeleton/SiteGen/index.js
index e1b0f14c6..420290866 100644
--- a/src/OnboardingSPA/components/NewfoldInterfaceSkeleton/SiteGen/index.js
+++ b/src/OnboardingSPA/components/NewfoldInterfaceSkeleton/SiteGen/index.js
@@ -261,6 +261,15 @@ const SiteGen = () => {
 			return;
 		}
 
+		// If retries are exhausted don't make requests
+		if (
+			currentData.sitegen?.siteGenErrorMeta?.retryCount >=
+			currentData.sitegen?.siteGenErrorMeta?.maxRetryCount
+		) {
+			updateSiteGenErrorStatus( true );
+			return;
+		}
+
 		setIsGeneratingSiteMeta( true );
 
 		if ( ! window.nfdOnboarding?.siteGenTimerInterval ) {
diff --git a/src/OnboardingSPA/store/reducer.js b/src/OnboardingSPA/store/reducer.js
index f4c36a80a..4cc0ddefb 100644
--- a/src/OnboardingSPA/store/reducer.js
+++ b/src/OnboardingSPA/store/reducer.js
@@ -181,13 +181,26 @@ export function data( state = {}, action ) {
 			};
 
 		case 'SET_SITEGEN_AI_ERROR_STATUS':
+			// Only update if the prev value was false and now there is an error else don't
+			const shouldUpdateRetryCount =
+				! state.flowData.sitegen.siteGenErrorMeta.status &&
+				action.siteGenErrorStatus;
 			return {
 				...state,
 				flowData: {
 					...state.flowData,
 					sitegen: {
 						...state.flowData.sitegen,
-						siteGenErrorStatus: action.siteGenErrorStatus,
+						siteGenErrorMeta: {
+							...state.flowData.sitegen.siteGenErrorMeta,
+							status: action.siteGenErrorStatus,
+							retryCount:
+								shouldUpdateRetryCount === true
+									? state.flowData.sitegen.siteGenErrorMeta
+										.retryCount + 1
+									: state.flowData.sitegen.siteGenErrorMeta
+										.retryCount,
+						},
 					},
 				},
 			};
diff --git a/src/OnboardingSPA/store/selectors.js b/src/OnboardingSPA/store/selectors.js
index 7bc818005..ad8751886 100644
--- a/src/OnboardingSPA/store/selectors.js
+++ b/src/OnboardingSPA/store/selectors.js
@@ -451,7 +451,7 @@ export function getCustomizeSidebarData( state ) {
 }
 
 export function getSiteGenErrorStatus( state ) {
-	return state.data.flowData.sitegen.siteGenErrorStatus;
+	return state.data.flowData.sitegen.siteGenErrorMeta.status;
 }
 
 export function getInteractionDisabled( state ) {