Google is contemplating the introduction of new “premium” features driven by AI , as reported by the Financial Times. This move would mark the first instance of the tech giant placing any of its core products behind a paywall.
According to three undisclosed sources familiar with the plans, Google is exploring options such as integrating specific AI search capabilities into its premium subscription services. The development of this technology is currently underway, although executives have yet to decide on a launch date, as per the FT report. It’s noted that Google’s widely used search engine will remain free, with advertisements displayed alongside search results, even for subscribers.
A spokesperson stated, “We’re continuing to rapidly improve the product to serve new user needs,” adding, “We’re not working on or considering an ad-free search experience.” They emphasized Google’s ongoing commitment to enhancing its subscription offerings with new premium capabilities and services.
Rapidly expanding AI technology
This potential move indicates that Alphabet Inc’s unit is still grappling with how to seamlessly integrate the rapidly expanding AI technology without posing a threat to its essential advertising business. Following the news report, the company’s shares experienced a slight dip of less than 1% in extended trading.
Since the launch of ChatGPT by OpenAI in late 2022, Google has found itself on the defensive against the immensely popular chatbot. ChatGPT’s ability to provide answers to inquiries in a narrative format has prompted Google to reconsider its traditional approach of presenting blue links to websites alongside lucrative advertisements.
In recent years, a new wave of search startups has emerged, some attempting to persuade users to subscribe for access to generative AI search features or enhanced privacy protections.
Google began testing its AI-powered search service last year, aiming to combine personalized, detailed narratives with links to websites and advertisements. However, the integration of features from its experimental “search generative experience” into the main search engine has been progressing slowly.
