EU Scrutinizes Google’s AI and Search Under New DMA Rules

The European Commission has initiated new proceedings to define how Google must comply with its obligations under the Digital Markets Act (DMA), focusing specifically on sharing Android features and search data with competitors. This move marks a significant escalation in regulatory oversight, transitioning from dialogue to a structured enforcement process with clear deadlines. The outcome could fundamentally alter the competitive landscape for mobile artificial intelligence and online search, potentially reducing Google’s inherent platform advantages and influencing where digital advertising budgets are allocated.

Regulators have launched two formal “specification proceedings.” The first concentrates on Android and AI interoperability. Officials are determining how Google must provide third-party developers with free and effective access to the same Android hardware and software features that power Google’s own AI services, like Gemini. The core objective is to guarantee that rival AI providers can achieve the same deep integration into Android devices as Google’s first-party tools, preventing the operating system from becoming a walled garden for the company’s AI.

The second proceeding focuses on search data sharing. The Commission is working to specify how Google should share anonymized datasets, including search ranking, query, click, and view information, with competing search engines. The terms must be fair, reasonable, and non-discriminatory. This process involves clarifying exactly what data is shared, the methods used to anonymize it, which companies qualify for access, and whether providers of AI chatbots can also utilize this valuable information.

This regulatory action extends beyond a simple compliance checklist. It sends a clear signal that AI services are now squarely within the scope of DMA enforcement. The Commission is concerned that a platform’s control over core data and device features could unfairly shape fast-growing AI and search markets before competitors have an opportunity to establish themselves. By intervening now, the EU aims to set ground rules that foster competition from the outset.

The Commission has set an aggressive timeline. Within the next three months, it will send Google its preliminary findings and proposed corrective measures. The entire proceeding is slated to conclude within six months, with non-confidential summaries published to allow for feedback from third parties. This structured approach underscores the EU’s commitment to moving swiftly from legislative theory to practical enforcement.

Google has been required to adhere to DMA rules since March 2024, following its designation as a “gatekeeper” across several core services, including Search, Android, Chrome, and its advertising businesses. These new proceedings represent an early and critical test of how the DMA will be applied in practice. The EU’s actions will demonstrate how aggressively regulators intend to shape competition, particularly in the burgeoning fields of AI and data-driven services, setting a precedent for the next phase of the digital economy. The decisions made here will likely influence advertiser strategies, platform dependency, and the overall diversity of the tech ecosystem.

(Source: Search Engine Land)