The UK Competition and Markets Authority has proposed measures to give users more choice over search engines on Android smartphones and the Chrome browser, where Google is currently the default. It also wants smartphone makers to offer a choice of AI assistants and search providers to identify publisher content more clearly, aiming to strengthen competition and prepare for the growing use of AI-based search.

Under the proposal, Google and Android manufacturers would have to present a search-provider choice when users first set up a phone or open Chrome, followed by annual reminders. AI assistants could appear on choice screens if they meet technical and security standards, while search providers would need to provide clearer links or attribution to publishers. UK users can already select alternative search engines, but the recurring prompts and inclusion of AI assistants would be new; the proposals follow recent CMA rules on AI results, search rankings and data portability.