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The United Kingdom is demanding that Google overhaul its services to allow publishers to opt out of AI-based reviews and prevent the company from using their material to train its AI models.

The move comes amid growing concerns over copyright and digital rights amid the rise of AI.

The EU has also taken notice of the search giant’s dominance in the AI field and has given the company six months to provide access to AI search tools.

The UK has stepped up its efforts to counter Google’s monopoly in search and search advertising. The government has called on Google to allow publishers to exclude their presence from the artificial intelligence-generated reviews that appear when users enter queries on Google’s platform.

The decision follows growing concerns over content rights and digital rights online. The government wants Google to make adjustments to the AI review function, giving publishers more freedom to use their content to generate automated search results.

The UK’s Competition and Markets Authority (CMA) has designated Google as a “strategically important market”.

The designation is part of a broader effort by the UK government to balance innovation, fair remuneration and transparency in the digital environment. Last year, the CMA awarded Google “strategic market status” because of its leading position in the search engine sector. This initiative was the first step in the regulator’s new powers, which the authorities call “targeted and proportionate intervention” aimed at auditing the monopolies of large technology corporations, such as Google’s parent company Alphabet.

This allows the CMA to order the US tech firm to change its operations, emphasizing that the proposal is not an admission of wrongdoing and does not require immediate enforcement. Regulators have long kept a close eye on Alphabet-owned Google. The company’s status as a “strategically important market” in the field of online search gives the British supervisory authority more opportunities to take action.

The executive director of the CMA’s digital division, Will Hayter, said last October that the Authority”found that Google retains a strategic position in search and search advertising as more than 90% of search queries in the United Kingdom are handled on this platform”.

the CMA also insisted on changes to ensure fairness and clarity in the ranking of search results to make it easier for people to favor other search engines. The head of the CMA, Sarah Cardell, said that precise and appropriate action will give UK businesses and users more choice and control over how they interact with Google’s search technology.

She added that regulators will provide a more level playing field for content creators, particularly news outlets, to use their content to generate Google AI-based reviews when users interact with the platform.

The search giant responded to the regulators, saying that AI reviews help users find new content. The tech giant also pointed out that users are changing the way they search the web, and that the company has long provided publishers with a number of tools to manage this process. Google also said it is exploring new approaches to allow users to turn off the search engine’s generative AI features at any time.

Ron Eden, Google’s director of product management. Ron Eden expressed that the new controls should not disrupt the search experience, which could cause confusion for users. He also clarified that the company is working on a solution that will give publishers and site owners more choices while still benefiting users.