Google’s Pixel 9a markets AI features but hides best ones behind a paywall

Google’s latest budget smartphone, the Pixel 9a, prominently features AI capabilities in its marketing but doesn’t include the premium Gemini Advanced subscription that powers many of these advertised features. Unlike the Pixel 9 Pro, which comes with a full year of Gemini Advanced ($240 value), Pixel 9a buyers only receive the standard one-month free trial available to all new users. This highlights the growing trend of AI features becoming subscription-based services across the smartphone industry, forcing consumers to decide which AI capabilities are worth paying for after promotional periods end.

The big picture: Google heavily promotes AI features on the Pixel 9a but restricts full functionality to paid Gemini Advanced subscribers at $20 per month.

• The device includes only a one-month free trial of Gemini Advanced – the same offer available to anyone who signs up for the service regardless of device.
• This contrasts with the premium Pixel 9 Pro, which includes a full year of Gemini Advanced access valued at $240.

What’s still available for free: Basic Gemini functionality remains accessible without a subscription on the Pixel 9a.

• The free version of Gemini serves as the default assistant and includes the conversation-focused Gemini Live feature.
• Users can engage in natural-language conversations with the assistant without paying for premium features.

Behind the paywall: Gemini Advanced locks several advanced capabilities behind its $20 monthly subscription.

• Premium features include an AI model with larger memory capacity, AI tools in Google Workspace (like Help Me Write in Gmail), and the ability to analyze large files or execute Python code.
• Even some Gemini Live capabilities, such as asking questions about shared videos or screen recordings, require the paid subscription.

Industry context: The shift toward AI subscription models extends beyond Google to other smartphone manufacturers.

• Samsung has only guaranteed its Galaxy AI features will remain free until the end of 2025, suggesting a future transition to paid models.
• This represents a familiar technology adoption pattern where companies introduce features for free to build user engagement before implementing payment requirements.

Why this matters: AI is becoming a key differentiator in smartphone marketing while simultaneously evolving into a recurring revenue opportunity for manufacturers.

• Consumers will increasingly need to evaluate which AI features provide sufficient value to justify ongoing subscription costs.
• The Pixel 9a still provides an affordable entry point to the Pixel ecosystem with basic AI functionality, but the most advanced features require additional investment.