Google launches $100 AI Ultra plan and cuts top tier to $200

Google on Tuesday launched a new $ 100-per-month AI Ultra plan that sits neatly between its existing $200 and $20 plans, and announced it is switching from prompt limits to a “compute-used” model for metering access to its AI tools.

Google also cut the price of its $250 AI Ultra plan to $200 — making it one of the few AI offerings that have recently gotten cheaper.

Everybody now has a $100 plan

Sometimes it seems like the big frontier AI labs are copying each other, and when it comes to their subscription plans, that’s most definitely the case. All of the major providers (Google, OpenAI and Anthropic) now offer $20/month, $100/month, and $200/month plans. Like OpenAI, Google also offers a more basic $8/month plan (Google AI Plus)

Even though many of the core features of those plans are the same, Google does offer access to a few more exclusive products that are gated behind its more expensive plans than its competitors.

Like OpenAI and Anthropic, Google’s new $100/month plan will offer 5x higher usage limits in its Antigravity development platform and the Gemini consumer app. Users will also get what Google calls “priority access to Google Antigravity and 20TB of cloud storage.

To sweeten the deal, the plan also includes a YouTube Premium individual plan for ad-free YouTube access to all those vibe coding tutorials, as well as YouTube Music.

AI Ultra subscribers (at both the $100 and $200 tier), will also be the first to get access to Gemini Spark, Google’s new 24/7 AI agent, and Gemini Omni, Google’s new multimodal model.

Compute-used limits

Like its competitors, Google is also moving to usage limits that are based on how many tokens a user consumes. Previously, many Google products were based on daily prompt limits. Google calls this a “compute-used” model, based on the complexity of the prompts, the features used, and the length of the chat.

“This is a better way to allocate limits, because a simple text prompt uses far less compute than a complex video or coding prompt,” Google explains.

These limits will reset every five hours until the user reaches the weekly limit.

Google notes, however, that once users reach the cap on its flagship models, it will automatically move them to its smaller models rather than cut them off completely. Like its competitors (you can spot the theme here), Pro and Ultra subscribers can opt to pay the token-based API fees to continue using the largest models after their subscription benefits run out.

Before joining The New Stack as its senior editor for AI, Frederic was the enterprise editor at TechCrunch, where he covered everything from the rise of the cloud and the earliest days of Kubernetes to the advent of quantum computing….

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