Google Just Got a New Threat to Its Search Dominance

Alphabet (GOOGL, Financials) is facing another regulatory hurdle in the UK, with competition authorities proposing to give Android and Chrome customers more choice over search providers, including AI assistants like ChatGPT and Perplexity.

The Competition and Markets Authority said Google should give people a choice of search providers when they initially set up an Android phone or open Chrome. Users would also be asked annually to pick a default provider.

The regulations would allow AI assistants that fulfill technical and security standards to appear alongside traditional search services.

The CMA also says search engines should give clearer attribution for publishers so that users can see where results are from and access the original material.

The ideas come as competition between AI helpers and traditional search for internet searches increases. The CMA has previously forced Google to commit to being more transparent about how its search rankings function.

Alphabet's Google, which dominates the Android and Chrome ecosystems, might offer competitors search and AI businesses easier routes to users.

The next trigger is the CMA consultation, which ends Oct. 9, and a final decision is likely by year-end.