Google has significantly raised the stakes in the premium AI subscription market with the launch of Google AI Ultra, a $250-per-month service unveiled at its annual I/O developer conference on May 20, 2025.
The new Ultra tier represents a major step up from Google's standard AI Pro plan (formerly AI Premium), which remains available at $19.99 monthly. According to Josh Woodward, head of Google Labs and the Gemini app, the Ultra plan serves as a "VIP pass for Google AI" designed for "trailblazers and pioneers" who demand access to Google's most cutting-edge AI technologies.
Subscribers to Google AI Ultra gain access to an impressive array of advanced features. The package includes the highest usage limits across Google's AI services, early access to the company's most capable models, and premium features unavailable at lower tiers. Notable inclusions are the Gemini 2.5 Pro model with the upcoming DeepThink enhanced reasoning mode, which enables more thorough analysis for complex problems.
The Ultra plan also provides access to Flow, Google's new AI filmmaking tool that leverages Veo 3 (with native audio generation), Imagen 4, and Gemini models to create sophisticated video content. Subscribers receive the highest limits in Flow with 1080p video generation and advanced camera controls. Additionally, users gain access to Project Mariner, an experimental agent prototype capable of managing up to ten tasks simultaneously.
Beyond AI capabilities, the subscription bundles YouTube Premium and a substantial 30TB of cloud storage for Photos, Drive, and Gmail. The service launched immediately in the United States, with Google planning to roll it out to additional countries in the coming months.
This premium offering positions Google to compete directly with other high-end AI services, though at a price point that exceeds comparable offerings from competitors like OpenAI's ChatGPT Pro ($20/month) and Claude Max. The substantial cost signals Google's confidence in the perceived value of access to its most advanced AI ecosystem as the company continues to monetize its AI capabilities.