Google launches AI Ultra at $250, reshaping expectations for top-tier AI

But the added value... Google has set its new Ultra plan at $50 more than any other top-tier AI subscription. While it boasts exclusive tools and integrations, much of the offering repackages features that are already available in other Google services. If competitors follow this lead, AI subscriptions could become significantly more expensive – without offering significantly more value. Google introduced its AI Ultra subscription at I/O 2025, calling it the most advanced option for users who want "the absolute best" of Google AI. Priced at $249.99 per month, it's $50 or more higher than top-tier plans from OpenAI ($200/mo) and Anthropic ($100/mo). New subscribers get a 50-percent discount for the first three months, making it temporarily cheaper than OpenAI. Google frames Ultra as a premium-tier product for creative professionals, developers, and academics who need extended access to its largest models and experimental tools, including the latest Gemini 2.5 Pro model. However, the p ... Read full article.