Google Search may no longer be free; here’s what could happen to Google Search

Online search giant Google is reportedly considering introducing paid artificial intelligence-powered enhancements to its iconic search engine, in what could be a shift from its long-standing model.According to sources recently quoted by the Financial Times Report The company is exploring ways to integrate advanced artificial intelligence capabilities into its search capabilities through Android Authority, for a fee.

Insiders familiar with Google’s strategy say these advanced AI-powered features may be rolled into existing subscription services, such as Gemini Advanced or Google One. It’s worth noting that even with the launch of the premium version, ads are expected to remain, while the basic version of Google Search will continue to be free to access.

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Challenges of AI integration

The proposed changes underscore Google’s dual goals of using cutting-edge artificial intelligence to enrich the search experience while maintaining the profitability of its advertising-driven business model. With $175 billion in search-related advertising revenue reported last year, Google is under intense pressure to innovate while safeguarding its financial interests. In addition, the rise of OpenAI’s ChatGPT has triggered a fierce battle for AI supremacy, further promoting Google’s pursuit of technological dominance.

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Test the waters with SGE

The birth of Google’s artificial intelligence search service “Search Generated Experience” (SGE) can be traced back to May last year. SGE offers AI-generated snippets and responses alongside traditional search results and ads, available as an optional feature. However, recent experiments suggest that Google is experimenting with making SGE the default experience for certain users. Nonetheless, the integration of SGE functionality with major search engines has been progressive, mainly due to the large computational resources required for generative AI models.

While SGE promises to enhance user experience, it also poses a huge challenge to Google’s established revenue model. The comprehensive nature of AI-generated responses could reduce users’ reliance on clicking on external sites, potentially reducing ad impressions and jeopardizing Google’s main source of revenue.

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While Google engineers are reportedly actively developing the technology, specific decisions on its implementation and a clear timeline for release remain uncertain. As the digital landscape evolves, Google finds itself at a critical juncture, navigating the intersection of innovation and profitability in its pursuit of continued relevance in the digital space.