Britain's competition regulator proposes requiring Google to offer AI assistants on Android and Chrome choice screens

On September 23, 2026, Britain's Competition and Markets Authority (CMA) proposed new rules to give Google Android and Chrome users more choice in search services. The rules would require Google to show a choice of search providers during setup and annually, and allow AI assistants like ChatGPT and Perplexity to appear on those screens. The CMA also proposed requiring search providers to fairly attribute publisher content. The proposals are open for consultation until October 9, with a final decision expected by year-end. This follows a June order for Google to be more transparent about search rankings.