The UK's Competition and Markets Authority has implemented new conduct rules targeting Google's search operations, while simultaneously announcing that publishers can opt out of having their content used in Google's AI-generated search results.

According to the CMA, the opt-out provision would place publishers "in a stronger position to negotiate content deals with Google." The regulatory action comes as concerns mount over Google's integration of artificial intelligence into its search platform and its impact on content creators and publishers.

The new rules represent part of broader regulatory scrutiny of major tech companies' AI implementations. Publishers have increasingly raised concerns about how AI-powered search features use their content without adequate compensation or attribution, leading to calls for greater control over how their material is incorporated into AI responses.

The CMA's dual approach of implementing conduct rules while providing opt-out mechanisms reflects regulators' attempts to balance innovation in AI technology with protecting content creators' interests. The authority has not disclosed specific details about the scope of the conduct rules or potential penalties for non-compliance.

Google has not immediately responded to requests for comment regarding the new regulatory framework. The company has been expanding AI features across its search platform, including AI-generated summaries and responses that draw from web content to answer user queries.