Google under force from the European Commission. Brussels explores possible distortions of competition

Brussels checks whether Google abused its position in the area of content and AI

The European Commission is investigating whether Google could have violated EU competition law by utilizing online publishers' content in artificial intelligence tools. The procedure includes AI Reviews and AI Mode services available in the search engine. The regulator wants to find whether the generated responses are based on material from publishers without their consent and without a mechanics to refuse specified use.

According to the EC Communications, the investigation besides concerns whether the conditions of cooperation between Google and publishers are unilaterally beneficial to the company. In the regulator's assessment, any practices may restrict choice or make an advantage in developing AI models through access to large content bases that competitors cannot legally use.

Data published in erstwhile EC reports show that the online search and advertising sector remains highly concentrated and Google has a dominant position in the search advertising marketplace in most EU countries. That's why the case is simply a priority.

Separate YouTube thread and access to creator material

The proceedings besides include YouTube. The Commission checks whether Google uses the material provided by developers to train its own AI models without remuneration. At the same time, competing companies that make artificial intelligence models cannot usage YouTube content according to platform rules.

The regulator wants to measure whether this does not lead to unfair privileged Google in the generic models market. For years, developers have raised concerns about the transparency of model training processes. The EC procedure gives these signals a formal character and can be the beginning of changes in the way users manage content.

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Possible consequences for the advertising manufacture and services

If the allegations are confirmed, the European Commission may impose a financial punishment on Google in accordance with EU antitrust law. In erstwhile years, the EC has already imposed multi-billion-dollar penalties on the company in the areas of advertising and abuse of position in Android, which is why in this case the regulator signals readiness to act.

The process can translate into the way content is created and distributed, as well as into the functioning of generic models utilized by online shops for client service, marketing and automation. If the EC orders a change in the rules on access to content, the effects will be felt for companies benefiting from advanced integration into the Google ecosystem.

Brussels announced that the case would be carried out as a priority, which means shorter than usual analysis dates. The specified initiation of proceedings does not prejudge its outcome, but increases the force on Google at the crucial minute of improvement of AI tools utilized in search and advertising.

Questions about Google antitrust proceedings

• Does the procedure include Google's activities in the search engine?
  Yes, the European Commission analyses whether AI Reviews and AI services Mode uses the content of publishers in a way that violates competition rules or copyright.
• Can YouTube creators block the usage of their materials?
  That's 1 of the main points of the case. The EC wants to find whether Google provides the creators with a real anticipation of refusing to usage their content erstwhile training AI models.
• Can the case affect advertising costs in e-commerce?
  Yes, possible changes in search engine or YouTube rules can translate into auction models and visibility of advertising content.
• Do Google competitors have equal access to online content?
  According to the EC, YouTube rules prevent another companies making up AI models from utilizing content, which may impair the competitive balance.