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“Thanks to these measures, we hope to see emerging alternatives
to Google Search and Google’s AI services, such as Gemini, and
that users in the EU can enjoy greater choice of services,”
Henna Virkkunen, an executive vice president at the European
Commission overseeing tech, said.
The measure is the latest advancement of Brussels’ growing rules
and regulations that have given the 27-nation bloc a global
leadership position in checking the power of tech juggernauts or
“gatekeepers” like TikTok, which are largely based in China and
the U.S.
Recently, Brussels has pushed through efforts to ensure Google
gives access to Gemini AI services to rival AI companies and
search engines; forced Apple to add interoperability features to
its devices to connect to non-Apple products; and demanded Meta
dismantle “ key addictive features ” like infinite scrolling.
Kent Walker, president of global affairs for both Google and its
parent company Alphabet, said the new rules could backfire by
removing safeguards that the company had built to protect user
privacy like the vetting of third-party AI assistants.
“Europeans’ private searches would be exposed to unfamiliar
companies, without adequate anonymization of the data and
without user knowledge or consent. This would weaken citizens’
privacy, risk business trade secrets, and endanger national
security,” he said in a statement.
U.S. President Donald Trump has lashed out at EU tech regulation
in the past.
In issuing the two new rules, the commission said it found that
AI agents not made by Google were unable to function on Android
phones at the same level as Google's Gemini.
Google must now allow voice-activation of these alternative AI
agents and enable them to run background tasks like booking
restaurants via third-party apps.
By January 2027, Google must also begin sharing anonymized
search data with some rivals. The commission said the move is
meant to level the playing field since Google controls a vast
trove of user data that no competitor can match.
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