Possible changes to Google Search could result in users no longer having free access; Here’s what to expect from future searches on Google

Google, the dominant force in online search, is considering a departure from its traditional approach by contemplating the introduction of paid, AI-driven upgrades to its renowned search engine. As per sources mentioned in a recent Financial Times article reported by Android Authority, the company is investigating options to incorporate sophisticated AI features into its search function in exchange for a fee.

Insiders familiar with Google’s strategies suggest that these premium AI-powered features could be incorporated into existing subscription services such as Gemini Advanced or Google One. It should be noted that even after the premium level is introduced, ads are expected to continue, while the basic version of Google Search is still free to use.

The challenge of AI integration

This thoughtful redesign underscores Google’s two goals: leveraging state-of-the-art artificial intelligence to enrich the search experience while maintaining the profitability of its advertising-based business model. After announcing a whopping $175 billion in search ad revenue last year, Google is under immense pressure to innovate while protecting its financial interests. In addition, the rise of OpenAI’s ChatGPT has ignited a fierce competition for AI supremacy, furthering Google’s quest for technological dominance.

Waters testing with SGE

Google’s artificial intelligence-powered search service, called Search Generative Experience (SGE), was born in May of the previous year. SGE, which offers AI-generated summaries and answers alongside traditional search results and ads, has been available as an optional feature. However, in recent experiments, Google has tried to make SGE the default experience for select users. Nevertheless, the integration of SGE features into the primary search engine has been gradual, largely due to the massive computational resources required by generative AI models.

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

Although Google engineers are said to be actively developing this technology, concrete decisions about its implementation and the final timetable for its release are still uncertain. As the digital landscape evolves, Google is at a pivotal point, navigating the intersection of innovation and profitability as it strives to stay relevant in the digital space.