Google contemplates charging for AI-powered search features

Google is contemplating a significant shift in its search business model by considering the introduction of charges for premium features driven by generative artificial intelligence (AI). This potential overhaul, the first of its kind for the tech giant, underscores its ongoing efforts to navigate the evolving landscape influenced by advanced technologies, including ChatGPT, which emerged about a year and a half ago.

The proposed changes entail the integration of AI-powered search functionalities into existing premium subscription services, such as Gemini AI assistant in Gmail and Docs. While the development of requisite technology is underway, Google has yet to reach a final decision regarding the timing or implementation of these modifications.

Crucially, the core search engine would remain accessible for free, with advertisements persisting alongside search results, even for subscribers.

However, this would mark a departure from Google’s long-standing practice of offering consumer services supported solely by advertising revenue, introducing a paid model for augmentations to its primary search offering.

Last year, Google initiated experiments with an AI-powered search service, presenting more comprehensive answers to queries alongside traditional search results and advertisements. Nonetheless, the integration of features from this “Search Generative Experience” (SGE) into the main search engine has been gradual, with access limited to select users, including subscribers to Google One bundle.

Competitors like Microsoft have already ventured into enhanced GPT-powered search with limited impact on market share, while concerns linger over potential ramifications for Google’s ad business and publishers reliant on search-generated traffic.

While Google has introduced premium tiers in its subscription services featuring advanced AI capabilities like Gemini, the exact integration of AI-powered search into these services remains unclear.

Nevertheless, Google asserts its commitment to advancing search capabilities in response to user needs, albeit without considering an ad-free search experience at present.