Google is getting ready to retire one of its most recognizable digital products, and it’s doing so with something far more ambitious waiting in the wings.
By the end of 2025, Google Assistant will disappear from phones, speakers, and smart displays, replaced entirely by Gemini, the company’s flagship artificial intelligence platform. And behind the scenes, Google is working on two new premium subscription plans to meet a growing demand for more powerful AI tools.
Leaked internal code has revealed early references to “Premium Plus” and “Premium Pro”, two potential Gemini tiers that could bring expanded access to features currently reserved for the most advanced users.
If launched, these plans would change how Google sells its AI, differentiating casual users from power users while providing deeper access to Gemini’s advanced models.
Gemini ultra @testingcatalog @nicdunz @btibor91 omg pic.twitter.com/bAZd6yiFsx
— OG Gabi Bartok (@BartokGabi17) April 30, 2025
A Strategic Evolution from Bard to Gemini
Gemini’s journey began as Bard, a lightweight experimental chatbot. But in less than three years, it has evolved into a central pillar of Google’s AI ambitions.
Today, Gemini answers queries, writes code, generates videos, interacts with apps, and handles tasks that once required multiple tools or manual effort.
This rapid transformation is also why Google is sunsetting Assistant, a tool that never quite met expectations.
Unlike Assistant, which operated mostly through voice commands and offered limited integrations, Gemini is built to think, create, and adapt in real time.
It’s context-aware, capable of handling multi-step reasoning, and can pull information from your apps, emails, and documents to deliver personalized results.
And while most of Gemini’s capabilities are free, many of its most valuable features, including larger context windows, high-volume file processing, or advanced reasoning, are currently locked behind the $20/month Gemini Advanced plan.
That tier gives users access to the Gemini 2.5 Pro model, priority access during peak periods, and deeper tools for content generation and research.
But it looks like even more powerful options are on the way.
Evidence Points to Premium Plus and Premium Pro
Developers digging through Gemini’s app code recently found prompts that refer to “Gemini Pro” and “Gemini Ultra”.
Alongside those references were messages like, “You’ve reached your limit of generated videos. Try again [after X days] or upgrade to Gemini Ultra,” suggesting that Google plans to introduce usage caps and upsell pathways for high-frequency users.
It’s unclear how these new plans will stack up against Gemini Advanced. They might offer unlimited access to certain features, faster response times, or entirely new capabilities. They could also come with trade-offs, such as the removal of Google One perks like extra storage, in exchange for a more streamlined, AI-only subscription at a lower cost.
The bigger signal here is segmentation. Google knows that AI usage is diversifying. Some people use it casually for help with writing or research. Others depend on it to manage workflows, generate media, or write code. These new plans look designed to reflect that growing divide.
Timing Suggests a Reveal Is Close
Though Google hasn’t made anything official, the company’s timeline hints at an imminent rollout.
Users have already started seeing prompts to upgrade to Gemini Ultra in specific contexts, suggesting testing has begun. And with Google I/O — the company’s annual developer conference — scheduled for later this month, a public launch feels not just likely but imminent.
Google typically uses I/O to preview its biggest innovations, and introducing a new pricing model for its flagship AI tool would be a natural fit.
It’s also a chance for Google to get ahead of rivals like OpenAI and Microsoft, both of which have their own AI tiers and enterprise solutions on the rise.
Why Now? Because the AI Race Is Accelerating
AI has gone from a novelty to a necessity. Whether you’re writing reports, summarizing meetings, building apps, or generating visual content, AI is becoming an everyday tool for millions. For power users, access to stronger models and fewer limitations isn’t a luxury. It’s essential.
And that’s exactly why Google’s move makes sense. Instead of one-size-fits-all pricing, tiered subscriptions allow the company to match services to different needs.
Premium Plus could target freelancers, educators, or creators who need a little more horsepower. Premium Pro might be aimed at professionals running heavy AI workloads or companies testing early enterprise applications.
Meanwhile, decoupling these plans from Google One could allow for more flexible pricing and a clearer value proposition for people who just want AI, not extra Drive space.
Here’s What Users Should Know and Do Now
If you’re already using Gemini or considering a subscription, this is the moment to take stock of how you’re using the platform and what you might need in the future.
- Watch for usage limits: You may start seeing new messages about hitting your cap on tools like video generation or extended research sessions. These are early signs that your usage matches the profile of a premium-tier customer.
- Assess your current plan: If you’re getting Gemini Advanced through a phone promo or Google One bundle, consider whether you’ll need to upgrade once the trial ends.
- Stay alert for announcements: Google I/O could reveal pricing, plan details, and launch timelines. It may also bring demos of Gemini Pro or Ultra in action.
- Think beyond the hype: Don’t pay for features you don’t use. But if Gemini has become central to your work or creative process, upgrading could save time and improve output.
- Compare with competitors: Microsoft, OpenAI, and others are constantly updating their tools. Know what alternatives exist so you can make the most informed decision.
Where This Could Be Headed
Gemini is becoming the centerpiece of Google’s strategy across devices and apps. And if the Premium Plus and Pro plans launch as expected, it could reshape how users interact with their technology daily, moving from passive search and voice commands to real-time, generative collaboration with AI.
We’re moving toward a future where AI is less of a backend utility and more of a co-pilot.
Google’s subscription strategy is a sign the company is preparing for that future. And for users, it means more choice and power in how they tap into it.
Key Takeaways
- Google is retiring Google Assistant by the end of 2025 and replacing it with Gemini as the default AI tool across devices.
- Two new subscription tiers, Premium Plus and Premium Pro, are in development, offering access to more advanced Gemini models.
- Code references to “Gemini Pro” and “Gemini Ultra” indicate upcoming features and usage-based upsell prompts.
- The launch may occur at Google I/O this month, where the company often debuts new AI products and strategies.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures and an SEMRush certified SEO expert. With over a decade of experience in digital marketing, Dileep has played a pivotal role in helping global brands and agencies enhance their online visibility. His work has been featured in leading industry platforms such as MarketingProfs, Search Engine Roundtable, and CMSWire, and his expert insights have been cited in Google Videos. Known for turning complex SEO strategies into actionable solutions, Dileep continues to be a trusted authority in the SEO community, sharing knowledge that drives meaningful results.
