Google is updating its AI search tools to let websites control how their content is used, responding to UK regulator concerns about traffic and fair use.
© E. Vartanyan
Google is considering giving websites and media outlets more control over how their content is used in generative AI search features. This move comes in response to pressure from UK regulators concerned about declining traffic to news sites and fair use of content.
The UK's Competition and Markets Authority (CMA) has launched formal consultations to assess the impact of Google's AI features on the market. The regulator insists that publishers should be able to opt out of having their materials appear in AI-generated search overviews, as well as prevent their content from being used to train specific models like Gemini.
Google has confirmed it's working on updates that will allow websites to exclude their content from generative search functions. The company emphasizes that the goal is to maintain service convenience for users while providing publishers with more flexible tools to manage how their materials appear in AI-based products.
The issue intensified after the launch of AI Overviews, which displays AI-generated summaries at the top of search results. Publishers lacked a direct opt-out mechanism, which they say has led to fewer clicks to their websites.
The CMA notes that Google holds over 90% of the UK search engine market, giving the company significant influence over traffic distribution and competitive conditions. The regulator worries this situation could harm news organizations that depend on search traffic.
Google states that any new opt-out mechanism must be scalable and not complicate the user experience. The company already uses tools like robots.txt and Google-Extended but acknowledges these need improvement to provide sufficient control.
CMA consultations will continue over the coming year. Google says it's prepared to work with regulators and publishers to find a compromise solution that works for both the market and users.