# UK CMA proposes AI assistants on Google Android and Chrome choice screens

Digest AI · Policy & Regulation · published 2026-09-23T02:22:00Z · updated 2026-09-23T11:45:01Z

Canonical: https://digestai.news/story/uk-cma-proposes-ai-assistants-on-google-android-and-chrome-choice-scre

## Summary

Britain's Competition and Markets Authority (CMA) on Wednesday proposed new rules requiring Google to include AI assistants such as ChatGPT and Perplexity on the choice screens shown to Android and Chrome users. The proposals would require Google to present a choice of search providers during initial device setup or when opening Chrome, prompt users annually to select a default, and allow qualifying AI assistants to appear on those screens. Search providers would also need to fairly attribute publisher content so users can access source material. CMA Chief Executive Sarah Cardell said the changes respond to the rise of AI assistants being used as search services. The proposals are open for consultation until October 9, with a final decision expected by year-end. In June, the CMA ordered Google to provide greater transparency on search rankings as part of competition-boosting measures.

## Key points

- CMA proposes AI assistants like ChatGPT and Perplexity on Google choice screens
- Users would see search provider choices at setup and get annual default prompts
- Consultation runs until October 9 with final decision expected by year-end

## Why it matters

Regulators are treating AI assistants as search competitors, which could reshape how millions of users discover and access AI tools on dominant platforms.

## Sources

1. [Google faces UK push to put AI assistants on Android, Chrome choice screens](https://aol.com/articles/uk-regulator-proposes-giving-consumers-091100000.html) (aol.com, 2026-09-23)
2. [The UK CMA proposes rules requiring Google and Android OEMs to offer search choice screens on first use and via yearly prompts, new AI assistant rules, and more](https://engadget.com/2266226/uk-competition-watchdog-wants-to-give-android-and-chrome-users-more-search-engine-choices) (engadget.com, 2026-09-23)
3. [UK Watchdog Demands Google Offer Search Alternatives as AI Rivals ChatGPT and Perplexity Rise](https://blockonomi.com/uk-watchdog-demands-google-offer-search-alternatives-as-ai-rivals-chatgpt-and-perplexity-rise) (blockonomi.com, 2026-09-23)

## Cite

Digest AI, "UK CMA proposes AI assistants on Google Android and Chrome choice screens", 23 September 2026, https://digestai.news/story/uk-cma-proposes-ai-assistants-on-google-android-and-chrome-choice-scre

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