UK Rules Google Must Let Publishers Opt Out of AI Search Features

In a significant regulatory move, the UK's Competition and Markets Authority (CMA) has decided that Google must give online publishers more control over whether their websites appear in the company's AI Search features. This ruling marks a world first in terms of regulating the use of publisher content in AI-powered search results. The new conduct rule imposed by the CMA requires Google to let website owners opt out of features like AI Overviews, which uses generative AI to provide direct answers to search queries.

Additionally, publishers will be able to prevent their content from being used for the "fine-tuning" of Google's AI models. "In a world first, publishers will now have effective tools to prevent their content being used to power AI features in search, such as AI Overviews," the CMA announced. "This will put publishers, like news organizations, in a stronger position to negotiate commercial arrangements with Google and other technology firms that use their content." The CMA's decision is seen as a significant step towards ensuring that publishers have more agency over their content in the age of AI.

By giving publishers the ability to opt out of AI Search features, the regulatory body aims to promote fair competition and protect the interests of content creators. The ruling is also expected to have implications for the broader digital publishing industry, as it sets a precedent for how AI-powered search results are generated and how publisher content is used in these contexts. As the use of AI in search continues to grow, the CMA's decision is likely to be closely watched by publishers, regulators, and technology companies around the world.