Branch² Intelligence

CMA strengthens proposals allowing people choice over their search service

UK · 2026-09-23

Key takeaway

CMA proposes letting users choose their default search service and AI assistant on Google Android and Chrome.

  1. Step 1 · The triggerThe CMA proposes that Google must allow users to select their default search service and AI assistant on Android and Chrome.
  2. Step 2 · Knock-onAlternative AI assistants such as ChatGPT and Perplexity gain direct distribution to UK users, increasing competition in search.
  3. Step 3 · Reaches youSMEs relying on Google search for customer acquisition may see changes in digital marketing effectiveness and cost as user behaviour fragments.

The trigger is reported by the source below. The steps that follow are Branch²’s traced reasoning — how the shock could reach a business like yours, not a prediction.

Source: Competition and Markets Authority

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This is automated analysis for information only. It is not investment advice, not a recommendation, and not a solicitation to buy or sell any security. Branch² is not authorised or regulated. Do your own research.