UK Regulator Proposes Forcing Google to Include AI Search Assistants

The Competition and Markets Authority proposed new rules on September 23 to increase user choice and control over search services on Google Android devices and the Chrome browser. The proposals would require Google LLC to present users with a choice of search providers during initial device setup or browser launch and prompt them annually to select a default.

Under the new rules, AI assistants such as ChatGPT and Perplexity would be permitted to appear on these choice screens, provided they meet specific technical and security criteria. The regulator also intends to mandate that search providers fairly attribute publisher content so users can identify the origin of results and access original source material.

Chief Executive Sarah Cardell stated the agency is responding to the rise of AI assistants, which users are increasingly adopting as search services. This move follows a June order from the regulator requiring Google LLC to increase transparency regarding its search rankings. The consultation period for these proposals is open until October 9, with a final decision expected by the end of the year.