As artificial intelligence becomes more deeply integrated into online search, UK regulators are stepping in to reshape how these tools affect businesses and users. The Competition and Markets Authority (CMA) has raised concerns over Google’s AI-powered Search features and is seeking changes to ensure fairness, transparency, and informed choice.
In a press release, the CMA said it is consulting with Google on a set of proposed conduct requirements linked to services such as AI Overviews and AI Mode. “The measures have been designed to support innovation and growth, ensuring people benefit from a high-quality digital experience,” the regulator stated. The watchdog noted that Google Search handles over 90% of general search queries in the UK. It also highlighted that more than 200,000 local businesses spent over GBP 10 billion, or around Rs. 1.25 lakh crore, on Google search advertising last year.
Given this level of influence, the CMA stressed that Google’s policies must not create unfair outcomes for businesses or consumers.
One key proposal focuses on publishers’ rights. The regulator wants publishers to be able to opt out of having their content used for AI Overviews, AI Mode, or AI model training outside of Search. It has also asked it to clearly attribute publisher content in AI-generated results. In addition, the CMA has called for fairer and more transparent search rankings and a formal process that allows businesses to raise complaints for investigation.
The CMA has also proposed choice screens for users. It wants Google to make it easier for Android users to switch default search services and introduce similar choice screens on the Chrome browser.
Responding to these proposals, Google’s Principal for Product Management told a news agency that publishers already have several control options. The executive added that Google is exploring updates to allow websites to opt out of search generative AI features. “Any new controls need to avoid breaking search in a way that leads to a fragmented or confusing experience for people,” the executive said.
Also read: Viksit Workforce for a Viksit Bharat
Do Follow: The Mainstream formerly known as CIO News LinkedIn Account | The Mainstream formerly known as CIO News Facebook | The Mainstream formerly known as CIO News Youtube | The Mainstream formerly known as CIO News Twitter
About us:
The Mainstream is a premier platform delivering the latest updates and informed perspectives across the technology business and cyber landscape. Built on research-driven, thought leadership and original intellectual property, The Mainstream also curates summits & conferences that convene decision makers to explore how technology reshapes industries and leadership. With a growing presence in India and globally across the Middle East, Africa, ASEAN, the USA, the UK and Australia, The Mainstream carries a vision to bring the latest happenings and insights to 8.2 billion people and to place technology at the centre of conversation for leaders navigating the future.
