Google has launched its most ambitious AI subscription service yet, positioning itself firmly in the premium AI market alongside competitors like OpenAI and Anthropic.
The new 'Google AI Ultra' plan, announced at the company's I/O 2025 developer conference, comes with a $249.99 monthly price tag ($125 for the first three months for new users). This premium tier provides subscribers with the highest usage limits across Google's AI ecosystem and exclusive access to cutting-edge experimental tools.
Among the standout features is Project Mariner, a Chrome extension that can automate complex web tasks by controlling keystrokes and mouse clicks. The system can handle up to ten different tasks simultaneously, from research to bookings and purchases, all from a single dashboard. Ultra subscribers will also gain access to Deep Think, an enhanced reasoning mode for Google's Gemini 2.5 Pro model that considers multiple answers before responding.
The subscription includes additional perks like 30TB of cloud storage, YouTube Premium, and early access to Veo 3, Google's advanced video generation tool. This pricing strategy aligns with similar offerings from OpenAI ($200/month for ChatGPT Pro) and Anthropic ($200/month for Claude Max), highlighting how major AI companies are exploring revenue models to offset the enormous costs of AI development.
In a significant hardware announcement, Google also unveiled smart glasses powered by Android XR, developed in collaboration with Samsung. The glasses feature cameras, microphones, speakers, and an optional in-lens display that can privately provide information. During the demonstration, Google showcased the glasses' real-time translation capabilities, displaying text translations on the inner lens while users converse in different languages.
Google is partnering with eyewear brands including Gentle Monster and Warby Parker to create stylish frames for the Android XR glasses, committing up to $150 million to the Warby Parker partnership alone. The company is currently testing prototypes with a small group of users, though no official release date or pricing has been announced.