Google is considering introducing premium features powered by generative artificial intelligence (GenAI) to its core search engine. The decision would be the first time a core Google product is offered behind a paywall. However, the company’s traditional free search experience with advertisements will remain available.
According to a Financial Times report, Google is exploring various options, such as adding AI-based search to current premium subscriptions, which currently provide access to its Gemini AI assistant in Gmail and Google Docs.
Google wants to find other ways to make money besides ads. The integration of AI-enhanced features into the primary search engine presents a unique challenge. AI searches require more computing power and are more valuable than traditional searches.
Amidst intense competition in the artificial intelligence landscape, Google is experiencing tough competition with companies like OpenAI and Microsoft. In February, the company announced the expansion of its AI assistant, Gemini, to Google Workspace products to boost productivity and streamline collaboration through intelligent automation.
Despite these developments, a Google spokesperson stated that the company isn’t considering an ad-free search option right now. They hinted that AI-powered search features might be part of a premium subscription.
The potential introduction of AI-powered premium search features represents a strategic move for Google, and it can make money from its advanced tech while still offering free searches. How well it balances innovation with accessibility will be closely observed as the AI competition heats up.
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