Alphabet announced new search controls that let websites opt out of its generative‑AI features, a move aimed at addressing concerns raised by the UK Competition and Markets Authority (CMA) about Google’s dominance in search services.
The new controls will allow publishers to opt out of AI overviews and other generative‑AI features, addressing limitations of existing mechanisms such as robots.txt and nosnippet that do not specifically target AI content.
The CMA had designated Google as a strategic market in October 2025, giving it power to impose conduct requirements. Alphabet’s opt‑out proposal responds to concerns that AI overviews reduce click‑through rates and harm publisher revenue, a key issue for news and other content sites.
Alphabet’s management said the controls aim to protect the usefulness of Search while giving publishers tools to manage their content. The CMA said the changes would give UK businesses and consumers more choice and support innovation across the tech sector.
The rollout timeline has not yet been announced, but the move signals Alphabet’s willingness to comply with regulatory expectations and may set a precedent for similar measures in other markets.
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