Google’s expanding use of artificial intelligence in Search has come under regulatory scrutiny in the United Kingdom. The Competition and Markets Authority (CMA) has proposed a series of measures aimed at giving publishers, businesses, and users greater control and transparency over how Google’s AI-powered features—such as AI Overviews and AI Mode—operate and use online content.
The proposed changes reflect growing concerns about Google’s dominance in search and the increasing role of AI-generated summaries, which many publishers argue can reduce traffic to original sources while using their content to power AI responses.
CMA Raises Concerns Over Google’s Market Power
In a press release, the CMA said it is consulting with Google on several conduct requirements designed to ensure fair competition and informed user choice. The regulator emphasized that Google Search accounts for over 90 percent of general search queries in the UK, underscoring the company’s significant influence over how information is accessed online.
The CMA also highlighted Google’s economic impact, noting that more than 200,000 local businesses spent over £10 billion (approximately ₹1.25 lakh crore) on advertising through Google Search last year. Given this scale, the watchdog believes additional safeguards are necessary to prevent unfair practices and protect innovation in the digital economy.
Publishers Want the Right to Opt Out of AI Overviews
One of the most significant proposals focuses on publisher control over content usage. The CMA wants Google to allow publishers to opt out of their content being used in AI Overviews and AI Mode, as well as in the training of AI models outside of Search.
Currently, publishers have limited visibility and control over how their articles, reports, and data are repurposed by AI-driven search features. The regulator argues that giving publishers a clear opt-out mechanism would help restore balance, allowing content creators to decide whether their work should be used to generate AI summaries.
In addition, the CMA has asked Google to ensure proper attribution of publisher content in AI-generated results, making it clearer to users where the information originates.
Transparency and Fairer Search Rankings
Beyond AI usage, the UK watchdog has raised concerns about search ranking transparency. Google has been instructed to make its search result rankings fairer and more understandable for businesses, particularly those that rely heavily on organic search traffic.
The CMA also wants Google to establish a formal process through which businesses can raise complaints about search-related issues. Under this proposal, Google would be required to investigate complaints in a timely and structured manner, providing more accountability to advertisers and publishers alike.
These measures aim to reduce uncertainty for businesses that depend on Google Search while ensuring that smaller firms are not disadvantaged by opaque ranking systems.
Choice Screens for Android and Chrome Users
Another key proposal relates to user choice. The CMA has asked Google to introduce default choice screens that make it easier for users to select alternative search services.
For Android users, this would mean clearer options when setting up or using their devices, allowing them to switch search providers more easily. Similar choice screens have also been proposed for Google Chrome, ensuring users are actively informed about alternatives rather than being locked into default settings.
The regulator believes these steps could promote competition and reduce Google’s dominance by making it simpler for rival search engines to reach users.
Supporting Innovation While Protecting Competition
According to the CMA, the proposed measures are not intended to stifle innovation. Instead, they are designed to ensure that AI-driven features develop in a way that benefits users, businesses, and publishers alike.
“The measures have been designed to support innovation and growth, ensuring people benefit from a high-quality digital experience,” the CMA said in its statement. By increasing transparency and choice, the regulator hopes to create a more balanced digital ecosystem as AI becomes more deeply integrated into search.
What This Means for Google and Publishers
If implemented, the proposals could mark a major shift in how Google operates its AI-powered search features in the UK. Publishers would gain greater control over their content, while businesses could benefit from clearer ranking systems and dispute resolution mechanisms.
For Google, the measures could require structural changes to Search, AI Overviews, and Chrome, potentially influencing how similar regulations evolve in other regions.
As the CMA continues its consultation with Google, the outcome could set an important precedent for AI regulation, publisher rights, and competition policy in the era of generative AI.
