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Google has launched a premium $249.99/month “AI Ultra Plan” alongside a series of AI-driven product updates during its 2025 I/O conference in Mountain View, California. Aimed at advanced users, the subscription includes access to its most powerful Gemini model, 30TB of cloud storage, ad-free YouTube, and early access to tools like Project Mariner, which automates web browsing, and Deep Think, designed for complex reasoning tasks.
Google also rolled out “AI Mode” for Search in the U.S., enabling users to receive generative answers to advanced queries. This AI-powered transformation reflects Google’s push to remain competitive amid rising pressure from OpenAI and Anthropic, which also offer high-tier subscriptions around $200 monthly.
CEO Sundar Pichai said Alphabet’s mission is to make AI personal, helpful, and affordable, noting Gemini now has over 400 million monthly users. He emphasized AI won’t replace traditional search but will expand its use cases significantly. Google’s capital expenditures are expected to reach $75 billion in 2025, largely fueled by AI investments.
Smart glasses made a comeback as Google demoed translation capabilities and contextual AI assistance via glasses powered by Android XR. Google plans to release an XR headset co-developed with Samsung later this year and is partnering with Warby Parker and Gentle Monster on AR frames.
The announcements come as Alphabet grapples with potential erosion of its search dominance, exacerbated by declining Safari search activity and antitrust challenges. Still, executives highlighted how AI-driven search could unlock new ad revenue opportunities.
Additionally, Google introduced Veo 3, a new AI model that generates lifelike video and audio, signaling the company’s deepening commitment to creators and immersive content tools in the age of generative AI.
