Unlocking Smarter Browsing: Inside Google’s Search AI Controls for Chrome

Key Points

• The UK’s Competition and Markets Authority (CMA) is consulting on new requirements for Google Search, including controls for websites to manage their content in Search AI features.
• Google has provided web publishers with controls to manage their content in Search, and is now exploring updates to let sites opt out of Search generative AI features.
• The goal is to balance the helpfulness of Search for users with the need for websites to manage their content, while avoiding a fragmented or confusing experience.

As a tech journalist, I’ve been following the latest developments in the world of search and AI. Shifts in user behavior are rapidly changing how people search for information, and features like AI Overviews are helping people discover new content and ask more questions. The UK’s Competition and Markets Authority (CMA) has opened a consultation on potential new requirements for Google Search, including on the controls provided to websites to manage their content in Search AI features.

This is a complex topic because it can affect how people find information and how websites get found in Search. For years, Google has provided web publishers with a range of controls to manage how their content appears in Search, based on open standards like robots.txt. As technology has evolved, so have the tools. Google has added controls for things like Featured Snippets and image previews, which also apply to AI Overviews.

More recently, Google introduced Google-Extended, a new control that lets websites manage how their content is used to train Gemini models. Building on this framework, and working with the web ecosystem, Google is now exploring updates to its controls to let sites specifically opt out of Search generative AI features. The goal is to protect the helpfulness of Search for people who want information quickly, while also giving websites the right tools to manage their content.

Any new controls need to avoid breaking Search in a way that leads to a fragmented or confusing experience for people. As AI increasingly becomes a core part of how people find information, any new controls also need to be simple and scalable for website owners. Google is optimistic that it can find a path forward that provides even more choice to website owners and publishers, while ensuring people continue to get the most helpful and innovative Search experience possible.

The CMA’s consultation is an important step in this process, and Google looks forward to engaging with the authority and other stakeholders to find a solution that works for everyone. As the search landscape continues to evolve, it’s clear that finding the right balance between user experience and website control will be crucial. By working together, we can create a Search experience that is both helpful and innovative, and that benefits users and website owners alike.

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