Google to introduce AI opt-out tools amid UK competition scrutiny

The CMA designated Google as having ‘strategic market status’ in search services in October

Google says it is developing new controls that would allow websites to opt out of its generative AI features in search results.

It comes as the company engages with Britain’s Competition and Markets Authority (CMA), which has been granted new powers to regulate firms deemed to hold significant market influence under recently introduced digital market rules.

In a statement on Wednesday, Google said it was working closely with the regulator to ensure that “fairness and choice” are upheld while maintaining a high-quality user experience.

“We support the CMA’s goals of ensuring fairness and promoting publisher choice and control,” the company stated, adding that it is developing additional tools “to let sites specifically opt out of generative AI features in Search.”

The CMA designated Google as having “strategic market status” in search services in October, following the implementation of the Digital Markets, Competition and Consumers Act earlier in 2025.

The designation reflects what the regulator described as Google’s “substantial and entrenched market power” in both search and online advertising.

While the label does not imply wrongdoing, it enables the CMA to introduce targeted measures to safeguard competition.

Among the regulator’s concerns are AI-powered features such as AI Overviews and AI Mode, which summarise information directly on search pages. These tools rely in part on content gathered from across the web.

Google currently accounts for more than 90% of search queries in the UK, reinforcing its dominant position in the market.

News organisations and other content publishers have warned that AI-generated summaries are reducing traffic to their websites, as users increasingly rely on information presented directly within search results.

In January, the CMA proposed measures aimed at improving choice and transparency, including giving publishers the ability to opt out of having their material used in AI summaries or for training standalone AI systems.

It also called for clearer ranking practices and easier ways for users to switch to alternative search engines.

Google, however, cautioned that some of the proposed requirements could have “disproportionate and detrimental consequences” for users, businesses and publishers, as well as limiting its ability to innovate.

“As the web evolves, our goal is to make sure website owners have the right controls to manage how their content is used,” Google said.

The company argues that its AI features are designed to highlight links to original sources, and that they help users discover web content rather than replace it.

The company is also suggesting a “less intrusive” option within device settings that would allow users to change their default search engine more easily, instead of relying on frequent pop-ups.

“We will continue to work constructively with the CMA to find practical solutions that benefit users, publishers, and businesses across the UK,” Google stated.

The UK is not alone in examining Google’s market position.

In the US, the tech giant has lost two major antitrust cases related to its search and advertising businesses.

Meanwhile, the European Union opened a new investigation in December 2025 into Google’s use of online content to train AI systems. Regulators are assessing whether the company has used material from publishers and creators without proper consent or compensation.

European competition commissioner Teresa Ribera said that while AI brings clear benefits, “this progress cannot come at the expense of the principles at the heart of our societies.”

The investigation will examine whether Google’s practices place content creators at a disadvantage, particularly if refusing participation in AI systems risks reducing their visibility in search results.