Britain's competition watchdog has introduced new rules requiring Google to give publishers greater control over how their content is used in AI-powered search features.

The Competition and Markets Authority (CMA) announced measures aimed at improving competition in the digital market and strengthening the position of news organisations and website publishers. Under the new requirements, publishers will be able to prevent their content from being used in Google's AI-generated search tools while still remaining visible in traditional search results.

The move is being described as a significant step in regulating artificial intelligence and protecting digital publishers as AI search technology rapidly expands.

The CMA said the new rules are designed to give publishers stronger bargaining power and ensure a fairer relationship between content creators and dominant technology platforms. Google will also be required to provide clearer attribution and direct links when publisher content appears within AI-generated search responses.

Industry observers say the decision could have major implications for the future of online publishing, search traffic, and AI-generated content. Many publishers have argued that AI summaries reduce website visits by providing information directly within search results.

The regulator's action comes amid growing global scrutiny of large technology companies and their use of publisher content to power artificial intelligence services. Similar debates are taking place across Europe and the United States as governments seek to balance innovation with competition and copyright concerns.

Google has indicated that new tools and controls will be introduced to help publishers manage how their content is used in AI search features. The company is expected to roll out the changes over the coming months.

The decision marks one of the most significant UK interventions in the AI search market to date and could influence future regulatory approaches worldwide.