Google is developing new search controls that would allow websites to opt out of its generative AI features, as the U.S. tech giant responds to growing regulatory scrutiny in the United Kingdom over its dominance in the search market, Reuters reported.
The company also said it is proposing a less intrusive option in device settings that would make it easier for users to change their default search engine, replacing frequent pop-ups which it said could annoy users.
Britain’s Competition and Markets Authority (CMA) had earlier designated Google as having “strategic market status” in search services, giving the regulator powers to intervene to ensure fair competition. The watchdog subsequently opened a consultation involving industry stakeholders.
Google, which accounts for more than 90% of UK search queries, uses content collected through its search crawler to power its AI Overviews, AI Mode, and standalone products such as its Gemini assistant.
In its response to the CMA consultation, the News Media Association, which represents UK national and local news publishers, called for stronger protections around complaints handling and ranking transparency.
Publishers have raised concerns that allowing opt-outs from AI use must not reduce their visibility in general search results.
The CMA had earlier proposed measures including allowing publishers to opt out of AI Overviews or model training, as well as improving transparency in how search results are ranked and making it easier for users to switch search engines.
News organizations have reported declining click-through rates as users increasingly rely on AI-generated summaries instead of visiting original websites.
In its response to the regulator, also published on the CMA website, Google said some proposed requirements could have “disproportionate and detrimental consequences” for users, publishers, and businesses, as well as for its ability to innovate and invest in the UK.
The company said it would continue engaging with the CMA to develop “practical solutions” that balance user choice, publisher interests, and innovation.
Google AI search opt-out
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