Google to allow AI opt-out to ease UK competition concerns

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LONDON, March 18 : Google said on Wednesday it was developing new search controls to let websites opt out of its generative AI features, as the U.S. tech giant sought to address the British competition regulator's concerns about its dominance in search services.

The company also proposed "a less intrusive" switch in a user's device settings to make it easier to change the default search engine, rather than frequent pop-ups, which it said would annoy users.

Britain's Competition and Markets Authority in October designated Google as having "strategic market status" in search services, meaning the watchdog could intervene to ensure effective competition in the sector.

Google, which accounts for more than 90 per cent of UK search queries, uses content harvested by its search crawler to build its AI Overviews and AI mode, as well as standalone products like its Gemini AI assistant.

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'DISPROPORTIONATE CONSEQUENCES' FOR USERS?

In January, the UK regulator outlined measures to boost choices for businesses and consumers, including allowing publishers to opt out of having their content used in AI Overviews or to train standalone AI models.

It also wanted to ensure that the ranking of search results was fair and transparent, and make it easier for people to choose other search engines.

News websites and other publishers have seen click-through rates plummet as a result of users relying on overviews generated with the help of AI.

In a response published on the CMA's website, Google said some of the proposed conduct requirements would have "disproportionate and detrimental consequences" for users, publishers and businesses, and its "ability to innovate and invest in the UK."

Google said it would continue to work constructively with the CMA to find "practical solutions that benefit users, publishers, and businesses across the UK."

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