For some time, web publishers and news organizations have expressed concern that Google’s AI-generated summaries are essentially “borrowing” their work to answer user queries directly on the search page. This often means users get the information they need without ever clicking through to the original website, leading to a sharp drop in traffic for the creators. To address this, the CMA is pushing for an “opt-out” system for AI-powered results, and Google is “exploring” the options in this regard.
The suggested opt-out system would allow publishers to prevent their content from appear in AI Overviews or for training AI models like Gemini. The most important thing: it would be without losing their ranking in standard search results. The move aims to give businesses more control over their digital intellectual property. This is especially important in an age where AI can summarize a thousand-word report in two sentences.
The UK is forcing Google to rethink Its AI search strategy
Google, which handles over 90% of search queries in the UK, finds itself in a delicate position. The company recently received a “strategic market status” designation, which gives the CMA the legal teeth to enforce these types of conduct requirements. In response, Google confirmed it is “exploring” new updates that would allow sites to specifically opt out of generative AI features.
However, the tech giant is also cautious. Google representatives have noted that any new controls need to be simple and scalable. Their main worry is that if the system gets too broken up, it could be hard for regular people who just want quick, useful answers to use. They argue that AI Overviews actually help people discover new content, rather than just replacing the need to visit websites.
What lies ahead
The proposals go beyond just an opt-out button. The CMA also wants Google to be more transparent about how it ranks search results and to provide “choice screens” on Android and Chrome. This potential change aims to encourage competition from other search engines.
Google has expressed some optimism about finding a middle ground. But they haven’t shied away from pointing out that heavy regulation can sometimes backfire. They had already said that they were worried that these kinds of actions could stop growth and new ideas in the UK tech sector.
For now, the situation will continue in a consultation phase until late February 2026. Whether you are a casual browser or a professional publisher, the outcome will likely set a better precedent for how AI and traditional web content coexist in the future.
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