Google’s not the only company walking back its AI up-charge: Microsoft announced in November that its own Copilot Pro AI features, which had also previously been a $20 monthly upgrade, would become part of the standard Microsoft 365 subscription. So far, that’s only for the Personal and Family subscriptions, and only in a few places. But these companies all understand that this is their moment to teach people new ways to use their products and win new customers in the process. They’re betting that the cost of rolling out all these AI features to everyone will be worth it in the long run.
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