The European Commission is stepping up pressure on Google, proposing new rules that would require the company to share portions of its search data with competitors, including AI-powered services.
The move is part of ongoing enforcement of the Digital Markets Act, which aims to curb the dominance of large technology platforms and open up competition across digital markets.
Opening Google’s Data to Rivals
Under the proposal, Google would be required to give third-party search engines and AI tools access to certain search data. This includes defining how frequently data must be shared, how it is anonymized, and how access is priced.
The goal is to allow smaller competitors to improve their own search services and better compete with Google Search, which remains the dominant gateway to information online.
Importantly, the rules could also apply to AI chatbots with search capabilities, a fast-growing category as companies race to integrate real-time information into conversational interfaces.
Privacy Concerns Take Center Stage
Google has strongly pushed back against the proposal, arguing that sharing search data could put user privacy at risk.
The company says Europeans rely on its platform for sensitive queries related to health, finances, and personal matters, and that handing data to third parties could weaken protections despite anonymization requirements.
This tension highlights a core challenge for regulators. Increasing competition often requires data sharing, but search data is among the most sensitive categories of user information.
A High-Stakes Regulatory Battle
The European Commission is now consulting stakeholders, with feedback open until May 1 and a final decision expected in July.
The proposal follows earlier charges against Google for alleged violations of the Digital Markets Act. While the company has offered concessions, rivals have argued those measures do not go far enough.
Financial stakes are significant. Under the DMA, companies can face fines of up to 10 percent of global annual revenue for non-compliance. Google has already accumulated nearly €10 billion in antitrust fines in Europe since 2017.
AI Changes the Equation
The inclusion of AI-powered search tools adds a new dimension to the dispute.
As AI chatbots increasingly act as intermediaries for information retrieval, access to high-quality search data becomes a competitive advantage. Regulators appear to be anticipating this shift, aiming to ensure that emerging AI players are not locked out by incumbents controlling critical data.
The outcome of the case could shape not just traditional search competition, but also how data is shared in the next generation of AI-driven services.