The Competition and Markets Authority (CMA) has published strengthened proposals that would give Google Android and Chrome users in the UK more choice over the search services they use, including AI assistants.
Under the proposals, Google would have to offer Android and Chrome customers a choice of search services when they first use an Android phone or open Chrome, followed by a yearly prompt to choose their default provider.
AI assistants could be included where they meet the relevant criteria, including technical and security requirements. Any search provider featured on the choice screens would also have to attribute publisher content fairly, so people can easily reach the source material and see where their results have come from.
The CMA said the changes reflect how quickly search is changing, including the growing use of services such as ChatGPT and Perplexity, as well as feedback from publishers, search providers and consumer groups.
Sarah Cardell, chief executive of the CMA, said: “We’ve listened carefully to feedback and are responding quickly to the rise of AI assistants, which people are increasingly using as their search service, but aren’t included on Google’s choice screens.”
The CMA designated Google with strategic market status in general search and search advertising in October 2025. It is inviting views on the updated proposals by 9 October and expects to reach a final decision by the end of the year.
