Google has announced that it is working on new search controls that will allow websites to opt out of its generative AI features. This move comes in response to concerns raised by the British competition regulator about Google’s dominance in search services.
In addition to this, Google has also proposed a less intrusive method for users to change their default search engine. Instead of frequent pop-ups, users will now have a simple switch in their device settings to make the change. This change is aimed at providing a better user experience and reducing annoyance.
The Competition and Markets Authority in the UK designated Google as having “strategic market status” in search services, giving the watchdog the authority to ensure effective competition in the sector. Following this designation, the CMA started a consultation with all concerned parties to address the issue.
Google currently accounts for over 90% of search queries in the UK and uses content gathered by its search crawler to power its AI features such as AI Overviews and AI mode, as well as products like its Gemini AI assistant.
In response to the CMA consultation, the News Media Association has emphasized the need for stronger complaints handling and fair ranking requirements. Publishers want to ensure that opting out of AI features will not result in reduced visibility in general search results.
The UK regulator has outlined measures to increase choices for businesses and consumers, including allowing publishers to opt out of having their content used in AI models. It also aims to ensure fair and transparent search result rankings and make it easier for users to choose alternative search engines.
News websites and publishers have seen a decline in click-through rates due to users relying on AI-generated overviews. Google has expressed concerns about the proposed conduct requirements, stating that they could have disproportionate and detrimental consequences for users, publishers, businesses, and Google’s ability to innovate and invest in the UK.
Google has committed to working with the CMA to find practical solutions that will benefit users, publishers, and businesses across the UK. The tech giant continues to engage with regulators to address concerns and improve the search experience for all users.
This article was reported by Muvija M and edited by Paul Sandle, Bernadette Baum, and Emelia Sithole-Matarise.
