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Google Faces UK Push to Put AI Assistants on Android, Chrome Choice Screens

The watchdog would require Google to offer AI assistants on Android and Chrome choice screens and to clearly attribute publisher content.

  • On Wednesday, Britain's Competition and Markets Authority proposed rules requiring Google to include AI assistants like ChatGPT and Perplexity on Android and Chrome choice screens.
  • These proposals represent the final stage of a package initiated in January, following the CMA's October 2025 designation of Google as a strategic market in search.
  • Under the plan, Google must offer a choice of search services during Android and Chrome setup, prompt users annually to pick a default, and require search providers to fairly attribute publisher content.
  • "The way people search for information online is changing," said Sarah Cardell, Chief Executive of the CMA, as the regulator responds to the rise of AI assistants.
  • Comments on the revised plan are open until October 9; Google objects to annual prompts, while the Professional Publishers Association and News Media Association previously raised traffic diversion concerns.
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GOV.UK broke the news in United Kingdom on Wednesday, September 23, 2026.
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