Google could be required to give users in the United Kingdom more control over their choice of search services under new proposals from the Competition and Markets Authority. The UK competition regulator has proposed changes that could allow users of Android devices and Google Chrome to select from a wider range of search services, including eligible artificial intelligence assistants such as ChatGPT and Perplexity.
The proposal was published by the CMA on September 23, 2026, as part of its ongoing work to improve competition in the UK digital search market. The regulator is currently consulting on the proposed user choice requirements, meaning the measures are not yet final rules.
Under the proposed framework, Google could be required to provide choice screens at important points where people access search services. This could include the initial setup of an Android smartphone and the Chrome browser. The objective is to make it easier for consumers to understand that alternatives to Google Search are available and to select a service according to their own preference.
The proposed changes also take into account the rapid growth of AI-powered services. Traditionally, search choice screens have focused mainly on conventional search engines. The CMA's updated proposal would potentially allow AI assistants that meet relevant technical and security requirements to appear alongside other search options. This could create an opportunity for services such as OpenAI's ChatGPT and Perplexity to be considered in the choice process.
The CMA said the way people search for information online is changing as AI assistants increasingly become another way for consumers to find information. According to the regulator, these services are becoming more important but have not necessarily been included in existing search choice arrangements.
The proposed system could also include an annual reminder for users to review or change their default search service. This means consumers would not necessarily be limited to the choice they make when first setting up a device or browser. They could receive another opportunity to confirm or change their preferred service each year.
The proposal is part of a wider regulatory process involving Google's general search services in the UK. The CMA designated Google as having Strategic Market Status in general search and search advertising in October 2025. The regulator has since been developing conduct requirements intended to address competition concerns and improve consumer choice.
Earlier in 2026, the CMA proposed measures covering areas such as publisher controls, fair ranking, choice screens and data portability. The regulator has also moved forward with requirements concerning publishers, data portability and fair ranking, while the user choice requirement remained under consideration.
The latest proposal places particular emphasis on the changing relationship between traditional search engines and AI assistants. Services such as ChatGPT and Perplexity can provide conversational answers and, in some cases, search-related information, making them increasingly relevant to discussions about how people access information online.
However, inclusion in a future choice screen would not automatically mean that every AI assistant would be available. The CMA's proposal indicates that AI assistants would need to meet specified technical and security criteria before being eligible for inclusion. This requirement is intended to ensure that services offered to users meet appropriate standards.
The proposed rules could also have implications for online publishers. The CMA has separately proposed measures designed to improve transparency and attribution when publisher content is used in Google's AI-generated search features. The regulator has said that users should be able to understand where information comes from and access the underlying source material.
Google has previously expressed support for competition and user choice but has raised concerns about how frequently users should be presented with choice screens. In its response to an earlier CMA consultation, Google said users in the UK can already select preferred services and argued that repeatedly displaying pop-ups could create an unwanted user experience. Google instead proposed a permanent settings option that would allow users to change their default search service whenever they choose.
The CMA's latest proposal is now open for consultation. According to reporting on the proposal, interested parties can submit feedback until October 9, 2026, after which the regulator is expected to consider responses before deciding whether and how to implement the requirements.
If the proposed measures are eventually adopted, the change could give UK consumers more visibility of alternative search and AI services when using Google's major access points. It could also increase competition between traditional search engines and newer AI-powered services.
For users in India, the proposed changes do not directly alter how Google Search works on Android phones or Chrome because the proposal is being developed under the UK's digital competition framework. However, developments in the UK could be closely watched by the wider technology industry as governments and regulators in different markets examine how traditional search engines, AI assistants and digital platforms should operate in an increasingly AI-driven search environment.
At this stage, it is important to note that the CMA's announcement represents a proposal and consultation rather than a final requirement. Any final rules, their implementation timeline and the services ultimately eligible for the choice screens will depend on the outcome of the regulatory process.