For the first time, Google is considering placing certain features of its search engine behind a paywall. A way for the Web giant to offer artificial intelligence while protecting its colossal advertising activity.
The search engine domain is particularly affected by the advent of generative AI. Shortly after its $11 billion investment in OpenAI, Microsoft announced the deployment of the technology in Bing. If the strategy did not pay off for its operations, it put pressure on Google, the undisputed leader in the sector.
The Mountain View firm responded last May during its I/O conference. She then presented an AI-powered Google Search experience, with more robust answers generated by a model, while continuing to offer users links to other information and advertisements. Since then, the company has been considering how to deploy the technology without curbing its advertising operations.
Google does not want to hinder its advertising activities
To resolve this dilemma, the firm would seriously consider making access to certain AI features payable. This would be the first time that users of the search engine would have to pay to access its tools. The service has always been free, entirely funded by advertising, Google’s golden goose. Last year, the company recorded $175 billion in revenue from search and related advertising, more than half of its total revenue.
Online advertisers and publishers are increasingly expressing their fears related to AI. The technology extracts information from websites and presents it directly to Internet users, who no longer need to click on the links.
According to Financial Times, this is partly why the firm is slow to deploy AI features in Search. For now, it only offers access to certain capabilities to a few selected users, including some who subscribe to its Google One service.
Leaders still hesitate
One possible option would be to integrate the features into one of the company’s already existing paid offerings, such as what was recently implemented with the Gemini chatbot.
For the moment, Google remains very discreet about its intentions. The company said it was not working on an ad-free search experience, saying such a solution was not in its plans. She nevertheless indicated that new high-end features were in development, with the aim of improving its various subscriptions.
If the engineers are working on the integration of such new features, the managers have not yet made a final decision on a potential launch, reflecting the draconian choice that they represent for the firm.
Source : The Financial Times
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