Google has been testing new AI search features for Google Search for a while now. It should be noted here that some features, such as Search Productive Experience, do not fit well with the concept of ad-supported web.

In addition to content creators, Google also generates a significant portion of its revenue from advertising. In addition, investments continue to develop artificial intelligence models that will benefit end users. While Google may have aimed (and succeeded) at making search better, it also raises questions about the sustainability of the system. Notably, Google’s traditional ad-supported search feature will continue to be available for free.

Google Search without new AI features will continue to be free

The Financial Times reported that Google may soon offer AI-powered search features for a fee. Sources familiar with Google’s plans suggest that AI-powered features could be part of Google’s existing subscription services, such as Google One.

Interestingly, the report notes that even paid experiences do not exclude ads. This points to the importance of advertising in Google’s business model so far. So why does Google want to create and implement features that disrupt its business model?

It seems like these should remain everyone’s choice. While some may be willing to pay for useful, AI-enhanced search, they likely won’t want to pay for something they’ve been using for free so far. The survey shows that over 70% of people are willing to stay on the free plan.

As for Google’s Search Generative Experience (SGE), it’s currently in an experimental phase and, as Google has stated, not yet ready for production-level services.