Google Search may soon ask you to pay to use AI features

Google may be planning to put the artificial intelligence (AI) features behind a paywall, prompting an unusual change to its business model. According to a Financial Times report, the search engine giant is looking to monetise the core Search functionality with advanced AI features as part of Google’s existing subscription services, such as Gemini Advanced or Google One. Doing so will allow Google to offer AI-powered tools without hampering the steady revenue flow from advertising in Search.

A large chunk of Google’s earnings comes from advertisements placed in Search, which is also why the functionality is free for users. However, since AI-based features cannot show advertisements yet, Google does not make money from them. Asking customers to pay for those features will open a new revenue stream. Technically, Google will be hitting two birds with one stone if it manages to pull this idea off. It can keep up with its rivals such as OpenAI in the AI race, while also making money off the tools.

Is the ad-powered, free version going?

The FT report highlighted that even though a paid version of Google Search loaded with AI features may arrive soon, the free version will continue to be available with advertisements. That makes sense for the company that earned over $175 billion in search-related ad revenue last year. Google has clarified that it has no plans to roll out an ad-free search experience, but it may roll out premium features as part of its subscription services.

The upcoming AI features in Google Search may include summary generation and quick responses to questions. The second part essentially will help users quickly find the most appropriate answer to their questions, instead of going through several different articles. This, however, would reduce clicks on advertisements, which form Google’s financial backbone.

According to the report, Google has yet to decide when or if it will implement these changes to Google Search. There may be trials before the final version of paid AI features in Google Search becomes available to users.