Machine Learning · head to head
BigQuery ML vs Hex
Hex
Business Intelligence
AI-powered analytics platform unifying notebooks, dashboards, and business intelligence
- From
- Free
- Rated
- -
The short version
- Each has a real cost: BigQuery ML not available in BigQuery's Standard edition, so the cheapest tier cannot use it; Hex pricing based per-seat ($36-$75/editor/month) becomes expensive for large teams
- They diverge on capability: BigQuery ML covers SQL-based ML, Hex covers Agentic notebooks.
- Prices and features above were last checked on 30 August 2026.
Where they differ
Only the attributes on which BigQuery ML and Hex actually diverge.
| Attribute | BigQuery ML | Hex |
|---|---|---|
| Pricing model | usage-based | Seat-based subscription with credit system |
| Platforms | Web | Web, Slack |
| Category | Machine Learning | Business Intelligence |
| Founded | 2008 | 2019 |
Identical on both: starting price (Free), free tier (Yes), user rating (Not yet rated).
What each one covers
Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.
Only in BigQuery ML
- SQL-based ML
- AutoML Tables
- Model export
- Prediction functions
- Feature preprocessing
- BigQuery
- Vertex AI
- TensorFlow
Only in Hex
- Agentic notebooks
- Conversational analytics
- Data apps
- Context Studio
- Data warehouse integration
- dbt integration
- Version history
- Scheduled automation
What people use each for
The jobs each tool is most often brought in to do.
BigQuery ML
- Training models in SQL without exporting datanot Hex
- Linear and logistic regression on warehouse datanot Hex
- K-means clustering and matrix factorisation for recommendationsnot Hex
- Time series forecasting with ARIMA_PLUSnot Hex
- Running imported ONNX, TensorFlow or XGBoost models against BigQuery datanot Hex
Hex
- Deep exploratory analysis by data teams on organizational datasetsnot BigQuery ML
- Self-serve analytics for business users without SQL knowledgenot BigQuery ML
- Executive dashboarding and reporting with real-time datanot BigQuery ML
- Cross-functional data collaboration and insight sharingnot BigQuery ML
- AI-assisted analysis reducing manual exploration timenot BigQuery ML
Where each one falls short
Documented limitations, not opinions. Every one is a constraint you would hit in normal use.
BigQuery ML
- Not available in BigQuery's Standard edition, so the cheapest tier cannot use it
- Billed through BigQuery compute and storage rather than as its own product, so training cost tracks data scanned
- Remote models incur extra Agent Platform charges on top
- Externally trained model types such as boosted trees and AutoML run through Agent Platform rather than inside BigQuery
Hex
- Pricing based per-seat ($36-$75/editor/month) becomes expensive for large teams
- Free Community tier limited to small compute and trial AI features
- Advanced compute adds per-hour fees ($0.32-$4.06/hour), requiring cost monitoring
- Learning curve for users unfamiliar with SQL or Python notebooks
- Enterprise features requiring custom quotes lack transparent pricing
Pricing, plan by plan
BigQuery ML
Free- Free TierFree
- 10GB storage
- 1TB queries
- On-Demand$5/TB
- Pay per TB scanned
- ML training costs
Hex
Free- CommunityFree
- Hex agent trial
- Data source connections
- All cell types
- Professional$36/month
- Everything in Community
- Full Hex agent access
- Standard credits
- Team$75/month
- Everything in Professional
- Extended credits
- Unlimited published apps
- Enterprise$undefined/custom
- Everything in Team
- Explorer seat add-ons
- Audit logs
Which should you pick?
Choose BigQuery ML if
- You need sql-based ml.
- You want to start without paying.
- You also want automl tables.
Choose Hex if
- You need agentic notebooks.
- You want to start without paying.
- You work on Web, Slack.
- You also want conversational analytics.
Questions people ask
- Is BigQuery ML or Hex better?
- Neither clearly leads. BigQuery ML starts at Free and Hex at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
- Which is cheaper, BigQuery ML or Hex?
- BigQuery ML starts at Free and Hex at Free.
- Does BigQuery ML or Hex run on more platforms?
- BigQuery ML runs on Web. Hex runs on Web, Slack.
- Can I use BigQuery ML for free?
- Both have a free tier, so you can try either at no cost before committing.
- What is BigQuery ML best used for?
- BigQuery ML is most often used for training models in sql without exporting data, linear and logistic regression on warehouse data, k-means clustering and matrix factorisation for recommendations, time series forecasting with arima_plus. Of those, training models in sql without exporting data and linear and logistic regression on warehouse data are not what Hex is typically brought in for.
- What can BigQuery ML do that Hex cannot?
- BigQuery ML covers SQL-based ML, AutoML Tables, Model export, Prediction functions. Hex covers Agentic notebooks, Conversational analytics, Data apps, Context Studio.
Answered from the vendors’ own pages
BigQuery ML: How much does Google Cloud BigQuery ML cost?
BigQuery ML pricing is not specified separately on Google Cloud's pricing page. It follows the same pay-as-you-go model as BigQuery, charging per terabyte of data scanned during analysis. Customers receive $300 in free credits and can use 20+ products free up to monthly limits.
SourceHex: What is included in the free Community plan?
The Community plan ($0) includes Hex agent trial, data source connections, all cell types, and small compute sizing. It's suitable for prototyping and hobbyist projects.
SourceBigQuery ML: Does Google Cloud offer a free trial?
Yes, new customers get $300 in free credits and all customers can use 20+ Google Cloud products free up to their monthly usage limits.
SourceHex: How much do advanced compute resources cost?
Advanced compute is billed per minute and ranges from $0.32 to $4.06 per hour depending on resource tier. Monthly credit grants are included in paid plans.
SourceHex: Can I share analytics with non-Hex users?
Yes. Published apps can be shared publicly. Embedded analytics are available on Enterprise plans for integrating Hex into other applications.
SourceRelated pages
More on BigQuery ML
Other head to heads
- BigQuery ML vs AWS SageMaker
- BigQuery ML vs Azure Machine Learning
- BigQuery ML vs DataRobot
- BigQuery ML vs Databricks
- BigQuery ML vs SAS
- BigQuery ML vs scikit-learn
- BigQuery ML vs Snowflake
- BigQuery ML vs Weka
- BigQuery ML vs MATLAB
- BigQuery ML vs Palantir Foundry
- BigQuery ML vs Apache Spark MLlib
- BigQuery ML vs Hugging Face
- BigQuery ML vs Kubeflow
- BigQuery ML vs Langwatch
- BigQuery ML vs LlamaIndex
- BigQuery ML vs Milvus
- BigQuery ML vs Neptune.ai
- BigQuery ML vs Amazon Redshift ML
- BigQuery ML vs Fabi
- BigQuery ML vs Zenlytic
- BigQuery ML vs Deepnote
- BigQuery ML vs Grow
- BigQuery ML vs Evidence
- BigQuery ML vs Rill Data
- BigQuery ML vs Klipfolio
- BigQuery ML vs Cyfe
- BigQuery ML vs DashThis
- BigQuery ML vs Luzmo
- BigQuery ML vs Phocas
- BigQuery ML vs Reportz
- BigQuery ML vs ChartMogul
- BigQuery ML vs Dundas BI
- BigQuery ML vs Exa
- Hex vs AWS SageMaker
- Hex vs Azure Machine Learning
- Hex vs DataRobot
- Hex vs Databricks
- Hex vs SAS
- Hex vs scikit-learn
- Hex vs Snowflake
- Hex vs Weka
- Hex vs MATLAB
- Hex vs Palantir Foundry
- Hex vs Apache Spark MLlib
- Hex vs Hugging Face
- Hex vs Kubeflow
- Hex vs Langwatch
- Hex vs LlamaIndex
- Hex vs Milvus
- Hex vs Neptune.ai
- Hex vs Amazon Redshift ML
- Hex vs Fabi
- Hex vs Zenlytic
- Hex vs Deepnote
- Hex vs Grow
- Hex vs Evidence
- Hex vs Rill Data
- Hex vs Klipfolio
- Hex vs Cyfe
- Hex vs DashThis
- Hex vs Luzmo
- Hex vs Phocas
- Hex vs Reportz
- Hex vs ChartMogul
- Hex vs Dundas BI
- Hex vs Exa