Google is reportedly considering a monumental shift in its revenue model, aiming to introduce paid “premium” features fueled by generative AI to its search engine. This potential move, reported by The Financial Times on April 2, represents a significant departure from Google’s longstanding reliance on ad revenue.

Sources close to the matter revealed that Google is exploring incorporating AI-enhanced search capabilities into its suite of premium subscription services. These services grant users access to Google’s latest AI innovations, including the Gemini AI assistant integrated into Gmail and Google Docs.

Despite ongoing development of the technological infrastructure for these premium features, Google’s executive team has yet to reach a final decision on the launch of its specific details.The envisioned transition to a paid model does not signal an end to free access to Google’s traditional search functionalities. Advertisements remain a part of search results, even for subscribers.

For Google, this potential shift marks a notable departure from its historical reliance on ad revenues. The company, which reported $175 billion in revenue from search and related ads in 2023, faces a strategic dilemma in adopting cutting-edge AI innovations without jeopardizing its primary revenue source.
The consideration comes when Google’s advertising business faces potential disruption from advanced AI technologies, nearly a year and a half following the launch of OpenAI’s ChatGPT.

In response, Google launched an experimental AI-powered search service in May 2023, aiming to offer more detailed answers while maintaining links and advertisements. However, adopting features from its “Search Generative Experience” (SGE) into the leading search engine has been sluggish.

Generative AI-driven search results require significantly more computing resources, making these advanced features costlier for Google to provide. Currently, access to SGE is limited to select users, including some subscribers to the Google One service.

SGE offers various features, including asking complex questions, receiving topic snapshots, and exploring creative tools. In October 2023, the service introduced AI image generation, offering functionality akin to Midjourney and other apps.

As Google navigates the evolving landscape of AI-powered services, it will inevitably compete with OpenAI’s ChatGPT and Microsoft’s Bing AI, both of which have established revenue models combining free and premium access to content.

While Google’s specific plans for AI-powered search remain undisclosed, the company is committed to developing new premium capabilities and services to enhance its subscription offerings.