Google develops AI deactivation options in search to address UK concerns

Google is developing an option to deactivate AI in the context of competition review in the UK

Changes are aimed at expanding user choice and addressing publishers’ concerns

Google is developing new search controls to allow websites to specifically opt out of its generative AI functions, as the American tech giant seeks to address concerns from the UK competition regulator about its dominant position in search services.

The company also proposed, in a statement released on Wednesday, a “less intrusive” switch in user device settings to make changing the default search engine easier, rather than frequent pop-up windows that it believes would annoy users.

In October, the UK competition and markets authority designated Google as having a “strategic market status” in search services, which means the watchdog can intervene to ensure effective competition in the sector. It then launched a consultation on the issue with all relevant parties.

Google, representing over 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 – a body representing national and local news media in the UK – stated that it was necessary to strengthen complaint handling and requirements for fair ranking.

“The publishers must be confident 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 website on Wednesday.

DISPROPORTIONATE CONSEQUENCES FOR USERS?

In January, the UK regulatory authority presented measures to enhance 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 wanted to ensure that search result ranking is fair and transparent, and make it easier for users to choose other search engines.

News sites and other publishers saw their click-through rates drop because users relied on AI-generated summaries.

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

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