Google launches AI Ultra subscription plan at Google I/O

At its I/O developer conference, Google introduced AI Ultra, a new subscription tier priced at $249.99 a month in the United States, sitting above the existing $19.99 plan it simultaneously renamed Google AI Pro. The company offered new subscribers 50% off for the first three months.

Ultra’s pitch was headroom rather than new capability: the highest usage limits across Gemini app features, including Deep Research and video generation, plus early access to Veo 3 ahead of its wider rollout on the Pro tier. Subscribers also got the higher tiers of Flow, Google’s film-making tool, with 1080p output; premium access to Whisk and NotebookLM; Gemini integration across Gmail, Docs and Chrome; Project Mariner, an experimental agent able to manage up to ten simultaneous browser tasks; 30 terabytes of cloud storage; and a YouTube Premium subscription bundled in.

The launch put Google’s most expensive consumer AI offering roughly in line with the premium tiers OpenAI and Anthropic had already introduced, and made explicit that the company was segmenting access to its newest models — Veo 3 chief among them — by price rather than releasing them uniformly. It also folded a media subscription (YouTube Premium) into an AI product for the first time, a bundling choice aimed at making the headline price easier to justify to consumers who might not otherwise need Ultra’s compute headroom.