Google just reshuffled the deck on its AI subscription pricing, and the message is pretty clear: the company wants to be the default toolkit for anyone building with AI, from hobbyists to hardcore developers.
At I/O 2026, Google introduced a new $100/month “AI Ultra” plan while simultaneously dropping the price of its previous top-tier Ultra plan from $250 to $200. In a market where competitors keep raising prices, Google is doing the opposite. That alone is worth paying attention to.
What the new pricing actually looks like
Google’s AI subscription lineup now has four distinct tiers. Plus sits at $7.99/month, Pro at $19.99, the new AI Ultra at $99.99, and the higher-limit Ultra at $200.
The gap between $20 and $250 was, frankly, a canyon. The new $100 tier fills that void in a way that makes practical sense for developers and power users who need more than Pro but don’t require everything the top plan offers.
