Google has accused the UK competition watchdog of acting unlawfully by proposing measures that could force it to promote rival AI assistants such as ChatGPT and Claude.
Google has accused the UK’s Competition and Markets Authority (CMA) of launching an “unlawful” attempt to make it promote rival artificial intelligence services.
The search giant claims proposals requiring it to offer consumers a choice of AI assistants, including OpenAI’s ChatGPT and Anthropic’s Claude, alongside its own Gemini service are anti-competitive and contrary to the regulator’s original investigation.
The CMA launched a consultation in January on measures that could force Google to promote rival search engines after designating the company as having “strategic market status” last October. The consultation was expanded to cover AI in September.
Under the proposals, Google could be required to display a pop-up allowing users to choose between rival search engines and AI assistants.
In its response, Google argued that AI assistants had been explicitly excluded from the original scope of the CMA’s market investigation.
“The Consultation’s approach, if enacted in the [Conduct Requirements], would be unlawful,” the company said.
Google also claimed the measures could have unintended consequences for competition, arguing that established AI assistants could crowd out rival search services that the CMA originally intended to support.
The company warned that encouraging users to interact with AI through search could also damage publishers because AI-generated answers can result in fewer visits to news websites than traditional search.
The dispute comes as Google faces intense competition in the rapidly developing AI market. The company declared a “code red” in 2023 as ChatGPT threatened its dominance in search, and has since invested heavily in Gemini.
Google’s latest criticism adds to tensions with the CMA. After receiving strategic market status, the company warned that “punitive regulations” could make the watchdog a “roadblock to UK growth” and delay new products reaching British consumers.
The CMA is also considering strategic market status for Microsoft over the bundling of its Copilot AI assistant with enterprise software. An investigation launched in May is examining whether Microsoft’s software ecosystem restricts competition.
Microsoft has rejected the claims, saying its products remain “open and interoperable” with rival platforms.
A CMA spokesperson said: “We are reviewing all responses ahead of making final decisions.”
The regulator has not yet confirmed whether the proposed measures will be introduced in their current form.
Google launch AI objection
