Google is developing new controls to allow websites to opt out of its generative AI search features. This move responds to concerns from the UK Competition and Markets Authority (CMA) regarding Google's search dominance. The regulator previously designated Google with strategic market status, enabling intervention to ensure fair competition.
Publishers report significant click-through rate declines as users favor AI-generated summaries over original source links. Google also proposed a simplified method for users to change default search engines on devices. These developments are part of an ongoing CMA consultation focused on search ranking fairness and transparency.