Google appears to be working on an ‘advanced’ version of Bard that you have to pay for

Google developing "Bard Advanced", an improved, subscription-based version of Bard, powered by Google's new large language model, Gemini Ultra. Features include custom bot creation, enhanced prompt responses via AI, a "Gallery" to explore Bard's capabilities, and a new task system for image generation and custom background creation for shared Bard prompts. Availability and officialization of features remain unknown.

Opens on The Verge