The UK Competition and Markets Authority (CMA) is introducing new proposals to give Android and Chrome users more search engine choices. The regulator aims to prevent Google from automatically using its own search engine by requiring smartphone makers and browser providers to offer alternatives at first use. A yearly prompt would also remind users to select their preferred provider.

Beyond search, the CMA wants to allow users to choose AI assistants that meet specific security standards, breaking Google's current integration lock-in. The proposals also mandate that all search providers must clearly attribute publisher content within search results. These measures follow earlier CMA rules introduced earlier this year regarding publisher opt-outs and data portability.

While UK users currently have some choice, the new rules would formally codify these options and introduce mandatory yearly reminders. The CMA states the changes are designed to future-proof competition as AI assistants become primary search tools. Google's Gemini remains tightly coupled with Search, while Apple has introduced private hooks in recent OS versions to allow third-party AI replacement.

The proposals represent the CMA's effort to adapt regulatory frameworks to the evolving landscape of online search and artificial intelligence.