Google is reportedly considering introducing a charge for its AI-enhanced search features as part of a potential shift in the company's revenue model. The high cost of providing this service is said to be the main driving force behind the proposal. It is predicted that other industry leaders will also adopt subscription models to cover their expenses. Google's plan involves offering the new search feature exclusively to users of its premium subscription services, and these services are already required to access AI assistants in other Google tools. The expense of AI primarily lies in the computing power needed to train advanced generative models.