Google is contemplating the introduction of premium artificial intelligence (AI)-powered search features, as reported by the Financial Times, citing three individuals familiar with the matter.
The company is exploring various possibilities, including integrating specific AI-driven search functionalities into its premium subscription services, such as the Gemini AI assistant in Gmail and Google Docs, the newspaper stated.
However, Google has clarified that its free search engine will remain unchanged, with advertisements continuing even for subscribers.
Responding to the report, a Google spokesperson told TIME via email, "We are not working on or considering an ad-free search experience.
As we have done many times before, we will continue to develop new premium capabilities and services to enhance our subscription offerings across Google. We do not have anything to announce at this time."
The statement from Google also highlighted their ongoing efforts to revolutionize search to better meet users' needs, particularly through generative AI experiments that have seen significant growth in search queries across major markets.
Google's search engine, which debuted in 1996, has evolved significantly and dominates the market. However, the recent emergence of free AI chatbots, including OpenAI's ChatGPT launched in 2022, has ushered in a new era in technology.
Google introduced its chatbot, originally named Bard but later rebranded as Gemini, in March 2023, expanding its capabilities and introducing a subscription model in February.
Last year, Google allowed search engine users to opt in to test AI-powered search results that provide detailed answers alongside web page links.
This capability requires more advanced technological infrastructure, and the company continues to generate revenue through its existing model, which directs users to advertisers' links.
Recently, Google rolled out an AI-generated search feature in a trial for a limited number of users in the U.K., offering longer answers alongside links and ads, as reported by the BBC.
In an email to TIME, a Google spokesperson stated, "We are beginning to implement a small-scale test for AI overviews in search. We are starting with a very small percentage of search traffic in the U.S. and U.K. for certain queries.
Since experimenting with generative AI in Search Labs last year with Search Generative Experience (SGE), people have found it incredibly useful, particularly for more complex queries, and have already conducted billions of queries with SGE."