Google is considering a new approach to its search features by potentially charging users for its “premium” options, which are powered by generative artificial intelligence. This shift from the current ad-supported model could mark a significant change for the tech giant.

According to sources cited by the Financial Times, Google is exploring the possibility of integrating AI-powered search features into its existing premium subscriptions for the Gemini AI assistant (previously known as Bard). While a final decision has not been made, this move could signal a new direction for Google’s revenue model.

The rationale behind potentially charging for these AI-powered search features lies in their resource-intensive nature. Unlike basic web searches, these queries require more computing power due to the demands of generative AI technology. Despite this potential change, Google has clarified that it is not currently working on or considering an ad-free search experience. Instead, the company plans to enhance its subscription offerings with new premium capabilities and services.

In a statement to the Financial Times, Google emphasized its ongoing efforts to improve Search and cater to users’ evolving needs. The introduction of generative AI experiments in Search has already led to positive growth in search queries across major markets. Additionally, Apple is reportedly exploring partnerships with Google to bring Gemini AI to the iPhone, highlighting the growing interest in AI-powered technologies.

As Google continues to innovate and expand its services, the question remains: would you be willing to pay for premium AI-powered searches on Google? This potential shift could have implications for how users access information online and interact with search engines in the future. Stay tuned for updates on this developing story as Google navigates this new frontier in search technology.