Google is reportedly considering implementing a charge for its AI-powered search features, marking a significant shift from its traditionally free, ad-supported model. This move could potentially place its core product, including the Search Generative Experience (SGE), behind a paywall for the first time. The speculation arises amidst Google's exploration of leveraging the rapidly evolving AI technology to enhance search functionalities. The proposed change has sparked a debate among investors and analysts regarding the impact on Google's business model, with concerns about the monetization of AI search through subscriptions rather than advertising. Despite the potential for additional revenue streams, there's skepticism about user willingness to pay for search services and the implications for ad revenue, especially considering the suggestion of a $20/month subscription model. Google shares have seen fluctuations following the news, with after-hours trading showing a brief increase of +1.5%. The cost of using generative AI technology for search queries has been described as "eye-wateringly expensive," and Google is considering offering both subscriptions and ads.