Google is developing AI deactivation options in search to address UK concerns

Google is developing an option to disable AI in the context of competition review in the UK. The changes aim to expand user choice and ease publishers’ concerns. Google has announced that it is developing new search controls to allow websites to specifically opt out of its AI features, as the American tech giant seeks to address concerns from the UK competition regulator regarding its dominant position in search services.

The company also proposed a “less intrusive” switch in the user’s device settings to facilitate changing the default search engine, rather than frequent pop-up windows that it says would annoy users.

In October, the UK competition and markets authority designated Google as holding a “strategic market status” in search services, enabling the regulator to intervene to ensure effective competition in the sector. It then launched a consultation on the issue with all stakeholders.

Google, which accounts for more than 90% of search queries in the UK, uses content collected by its search engine to develop its AI summaries and AI mode, as well as standalone products like its Gemini AI assistant.

In response to the CMA consultation, the News Media Association – representing national and local news media in the UK – stated that it was necessary to strengthen complaints handling and requirements for fair ranking. “Publishers must be assured that opting out of AI use will not result in reduced visibility in general searches through training effects,” it said in a statement published on the CMA’s website.

“POTENTIAL DISPROPORTIONATE CONSEQUENCES” FOR USERS?

In January, the UK regulatory authority introduced measures to improve choices for businesses and consumers, including allowing publishers to opt out of their content being used in AI summaries or to train autonomous AI models. It also aimed to ensure fair and transparent search result rankings, and make it easier for users to choose other search engines.

Information sites and other publishers saw a decrease in click-through rates because users relied on AI-generated summaries.

In its own response to the regulatory authority’s consultation, also published on the CMA’s website, Google stated that some of the proposed conduct requirements would have “potential disproportionate and detrimental consequences” for users, publishers, and businesses, as well as its “ability to innovate and invest in the UK.”

Google said it would continue to work constructively with the CMA to find “practical solutions that benefit users, publishers, and businesses in the UK.”