On the commercial front, Google rebalanced its paid AI offering. The AI Ultra plan, top-tier, drops from $250 to $200 per month. Simultaneously, a new mid-tier plan launches at $100/month, explicitly aimed at developers, technical leads, and knowledge workers: five times the usage limits of the Pro plan in the Gemini app, Gemini 3.5 Flash integration, priority access to Google Antigravity.
What it means
Two readings. First, market: Google feels competitive pressure on premium AI subscription pricing (OpenAI's ChatGPT Pro at $200, Anthropic with Max plans, and now Google aligns). Second, product: the $100 plan signals that there is — and Google wants to serve explicitly — a user segment that's neither the occasional consumer nor enterprise. It's the professional who uses AI as a central daily work tool. It's an admission that the market is segmenting.