The European Union is preparing to outline how Google must open its artificial intelligence services to rival providers, signaling a new phase of enforcement under Europe’s landmark digital competition rules. The move reflects growing concern among regulators that dominant tech firms could use AI integrations to reinforce their market power and restrict fair competition.
Focus on Digital Markets Act (DMA) Compliance
At the heart of the issue is the EU’s Digital Markets Act (DMA), which targets so-called “gatekeeper” companies that control critical digital platforms. Regulators believe Google’s AI-driven services—especially those embedded in search, advertising, and productivity tools—could disadvantage smaller AI developers if access remains limited or selectively granted.
Opening Doors for Rival AI Services
EU officials are expected to demonstrate concrete steps Google must take to allow rival AI systems to interoperate with its platforms. This may include enabling third-party AI assistants, recommendation engines, and generative tools to function alongside or in place of Google’s own offerings, giving consumers greater choice and transparency.
Concerns Over Self-Preferencing
European regulators have repeatedly warned against “self-preferencing,” where a platform prioritizes its own services over competitors. With AI becoming deeply integrated into search results, virtual assistants, and cloud services, the EU sees a risk that Google could unfairly favor its proprietary AI models unless strict safeguards are enforced.
Google Under Growing Regulatory Pressure
Google has stated it is committed to working with EU authorities and complying with the DMA. However, the company has also cautioned that overly rigid rules could slow innovation and compromise product quality. The coming guidance from regulators is expected to clarify what compliance looks like in practice—and what penalties may follow if obligations are not met.
A Broader Signal to Big Tech
The EU’s approach to Google is widely viewed as a precedent for how other major technology companies will be regulated in the AI era. By actively shaping how AI platforms must remain open and competitive, Europe aims to position itself as a global leader in digital governance while fostering innovation from startups and independent developers.