Brussels – The European Commission has launched a formal antitrust investigation into Google’s rapidly expanding AI-powered search tools, raising fresh questions about competition, transparency, and the future of online search in the European Union.
In a statement released Tuesday, EU regulators said they are examining whether Google’s integration of generative AI into its search engine gives the company an unfair advantage over competitors, potentially undermining rivals in online search, digital advertising, and AI services. The probe will assess how Google displays AI-generated summaries, recommendations, and answer features that increasingly appear at the top of search results.
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EU officials argue that such AI-enhanced features may divert traffic away from independent websites, publishers, and comparison platforms, creating what they describe as “gatekeeping effects.” By generating answers directly rather than directing users to external links, Google could be seen as reinforcing its dominant market position.
“AI must not become a new channel for suppressing competition online,” said Margrethe Vestager, the EU’s competition chief. “We need to ensure that digital markets remain open, fair, and innovative as AI tools become part of everyday search.”
The Commission says it will investigate several issues, including:
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How Google ranks and displays AI-generated content
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Whether competing search engines are being disadvantaged
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The impact of AI summaries on publishers and advertisers
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Google’s use of data to train its AI models
Google has responded that it will fully cooperate with the inquiry. In a brief statement, the company defended its AI initiatives, claiming they “expand the choices available to users” and create new opportunities for publishers rather than limiting them.
This latest investigation comes as part of the EU’s enforcement push following the Digital Markets Act (DMA), which took effect this year. The law places strict requirements on large online platforms-known as “gatekeepers”—and prohibits practices that may distort competition.
Industry analysts say the outcome of the probe could have significant implications for the global search market, primarily as AI-driven tools like Google’s Search Generative Experience (SGE), OpenAI-powered systems, and specialised AI search startups compete for users.
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The Commission has not provided a timeline for its final decision, though similar investigations typically take several months to years. If Google is found to have violated EU competition law, it could face heavy fines or be required to change how its AI-powered search services operate within the bloc.
As the EU positions itself as a global regulator of digital markets, the investigation will be closely watched by tech companies, lawmakers, and AI developers worldwide.