According to reports, Google is considering the prospect of launching a premium, AI-powered search function, which would be a major shift from its customary free model. The Financial Times was informed by sources with knowledge of internal preparations that the new “premium” search tier will include some AI-powered capabilities intended to provide more thorough answers to user inquiries.
Users who choose to upgrade to the premium tier would have access to advanced AI features, but Google’s normal search experience would still remain free. It is anticipated that these additions would improve search results by adding more detailed and individualized data. Results for both the free and commercial services would still be accompanied by advertisements.
Engineers at Google are said to be actively developing the technology required for the new service. However, Google executives have not yet made a final decision on whether or when to launch it.
If introduced, the premium search tier would join Google’s existing AI subscription services, such as those offered through Google One. Google One provides users with additional storage capacity, photo-editing tools, and family sharing options. The subscription’s “Premium” and “AI Premium” plans also include advanced Google Workspace features, integrating Gemini, the company’s generative AI platform, into various Google applications.
Google is facing growing competition from rival AI-powered firms as it transitions to a commercial search service. Given that search-related advertisements account for over half of Google’s overall revenue, the company is probably trying to stay ahead of the competition by providing premium AI features that meet user requests for more complex search experiences.
It is unclear how Google would set itself apart from its current products, especially the Search Generative Experience (SGE), with its paid AI-powered search layer. SGE, which was introduced last year, employs AI to present condensed content at the top of search results. It will take time to determine whether the premium service will provide sufficiently unique features to offset its subscription fee.
