Alphabet’s Google announced on Tuesday plans to broaden access to artificial intelligence (AI) tools for more internet users, while also introducing a $249.99 monthly subscription, Google AI Ultra, aimed at advanced AI users. This move is part of Google’s ongoing effort to stay competitive amid rising challenges from startups such as OpenAI.
The announcement was made during Google’s annual I/O conference in Mountain View, California, which has taken on a more urgent tone following the rapid growth of generative AI technologies that challenge Google’s traditional dominance in organising and retrieving online information.
In recent months, Google has become more assertive in claiming it has caught up with competitors after initially appearing slow to react to the launch of Microsoft-backed OpenAI’s ChatGPT in 2022.
On Tuesday, Google outlined a vision for its Search engine that allows users to pose questions ranging from simple queries to complex research tasks, including analysing images from smartphone cameras or purchasing event tickets. The company also aims to develop AI that is personal and proactive, for example, by phoning a store or generating on-the-fly practice tests for students.
CEO Sundar Pichai emphasised the importance of affordability in developing such AI tools, stating: “We have repeatedly delivered the best models at the most effective price point.”
Pichai also revealed that Google’s AI assistant, Gemini, now boasts over 400 million monthly active users.
Also Read: Google to Roll Out Gemini AI Access for Children
A significant update allows users across the United States to switch Google Search into “AI Mode,” which, instead of the usual search results, provides computer-generated answers for complex queries. This feature was first trialled in March as part of an experimental rollout.
Google additionally introduced an “AI Ultra Plan,” priced at $249.99 per month, offering higher AI usage limits and early access to experimental tools such as Project Mariner a browser extension automating keystrokes and mouse clicks and Deep Think, a premium version of the Gemini AI capable of more sophisticated reasoning.
This subscription price aligns with comparable offerings from AI developers like OpenAI and Anthropic, reflecting the high costs of AI development. The plan also includes 30 terabytes of cloud storage and an ad-free YouTube subscription.
Google already offers other subscription plans, including a $19.99 monthly service with partial AI features and cheaper packages with extra cloud storage. The company recently disclosed it has signed up over 150 million subscribers across these tiers.
Pichai reassured that generative AI’s rise has not come at the expense of traditional online search, stating: “This is far from a zero-sum moment. AI is significantly expanding the use cases served by search.”
