Archive · 23 Sep 2026
UK Watchdog Proposes More AI Search Choice on Google
The UK competition watchdog wants people to have more choice when searching online.
It is proposing new rules for Google’s Android phones and Chrome browser.
Users could see a list of search services when they first set up a phone or open Chrome.
They could also be asked once a year which service they want to use by default.
AI tools such as ChatGPT and Perplexity might be included if they are safe and technically suitable.
Search providers would also have to clearly identify where information and publisher content came from.
The watchdog says people are increasingly using AI assistants to search for information.
The proposals are not final, and the public can comment before October 9.
Britain’s Competition and Markets Authority proposed tougher choice requirements for Google’s Android and Chrome users.
Google could be required to show search-provider options during Android setup and when Chrome is first opened.
Users could be prompted annually to choose a default search provider.
AI assistants such as ChatGPT and Perplexity could appear if they meet technical and security standards.
The proposals are open for consultation until October 9, with a final decision expected by year-end.
- Who
- The United Kingdom’s Competition and Markets Authority, led by Chief Executive Sarah Cardell, proposed the measures for Google users.
- What
- The CMA proposed rules requiring Google to offer more choice among search providers, including eligible AI assistants, on Android and Chrome.
- When
- The proposals were announced on Wednesday; consultation is open until October 9, with a final decision expected by the end of the year.
- Where
- The proposed rules would apply to Google’s Android phones and Chrome browser in the United Kingdom.
- Why
- The CMA says online search is changing and that people increasingly use AI assistants that are not currently included on Google’s choice screens.
- Regulator
- Competition and Markets Authority
- Affected services
- Google Android and Chrome
- Proposed choice prompts
- During Android setup, when Chrome is opened, and annually afterward
- Potential AI providers
- ChatGPT and Perplexity, if they meet technical and security criteria
- Publisher transparency
- Search providers would have to fairly attribute publisher content and identify its source
- Consultation deadline
- October 9
- Expected final decision
- By the end of the year