Google’s AI-powered Search tools are now under scrutiny in the UK. The country’s competition regulator Competition and Markets Authority (CMA) has raised concerns about how Google uses artificial intelligence features like AI Overviews and AI Mode. The regulator wants people to have clearer choices when using Google’s AI features and more control over how their data and content are used.

One of the key demands is for Google to give publishers the option to stop their content from being used in AI summaries or for training AI models. The CMA also wants Google to be more open about how it uses news articles and website content in AI-generated search results.

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In a statement, the CMA said it has started talks with Google on these proposed changes. The goal, it said, is to support innovation while making sure users get reliable and high-quality search results.

Google Search handles more than 90 per cent of all online searches in the country. Last year alone, over 2 lakh UK businesses spent more than £10 billion (nearly Rs. 1.25 lakh crore) on Google Search advertising.

"These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services - as well as unlocking greater opportunities for innovation across the UK tech sector and broader economy. They would also provide a fairer deal for content publishers, particularly news organisations, over how their content is used in Google’s AI Overview," Sarah Cardell, Chief Executive of the CMA, said.

Because so many people and companies depend on Google, the CMA believes stronger rules are needed to ensure fairness, transparency, and real choice in search services.

For India, the UK’s move is an important signal. Indian news publishers and digital media houses also depend heavily on Google Search for traffic. Google AI features are increasingly summarising news without users clicking on original reports.

If similar rules are discussed in India, it could help protect publisher revenue, ensure proper credit for original journalism and bring more transparency in how AI uses news content.

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