In brief: The UK's Competition and Markets Authority wants AI assistants such as ChatGPT or Perplexity to be eligible for Google's default-search choice screens. The UK proposal covers Chrome and Android and requires verifiable source attribution. It is not yet final.
What Google would have to change
Google would show a non-skippable choice during setup, then an annual prompt about alternatives. This applies to Chrome's address bar and, on Android, the default search app and widget. Providers would be randomly ordered and users would have to scroll through the list. Up to twelve eligible services would appear directly; all candidates must remain accessible if more qualify.
The criteria are technology-neutral. An AI assistant may qualify if it covers general-search use cases including the web, functions properly and is regarded as a general search service by a significant share of UK users. Generative summaries would have to attribute publishers clearly and accurately so users can verify sources. Minimum security requirements also apply; privacy remains separate.
Google would review eligibility every six months through a clear, fair and transparent process, supplying rejection reasons to the CMA. A short test drive is intended to reduce switching friction. The consultation closes on 9 October 2026; the regulator expects a final decision by year-end.
Pandorex Analysis: competition starts at the choice interface
The draft treats AI assistants as potential gateways to web search, not a separate category. That is more significant than adding an app: the Chrome-address-bar or Android-widget default controls the first step of many queries. Attribution means a conversational answer without a verifiable web path would not automatically suffice.
Major market-share shifts remain uncertain. The CMA's qualitative study covered 80 tests and is not statistically representative. Many participants missed the random order or options below the fold; some read the top position as a recommendation. AI services drew interest but raised questions about accuracy, privacy and subscriptions. Randomisation, mandatory scrolling and test drives address those issues, but do not remove familiar brands' advantage.
Google has held strategic market status for UK general search and search advertising since October 2025. The proposal follows 2026 requirements on publisher controls, fair ranking and data portability. It opens a distribution route for AI providers, but guarantees neither placement nor adoption.