The European Commission today set out two major requirements under the Digital Markets Act (DMA) that will force Google to fundamentally change how its Android operating system and search engine operate in the European Union. The first decision mandates that Google allow rival AI assistants to run on Android with the same privileges as its own Gemini. The second requires Google to share certain search data with competing search engines and AI chatbots.
These measures are not fines but binding specifications that detail exactly how Google must comply with the DMA’s central obligation: giving business users and rivals access to the same features and data that Google uses for its own services. The Commission’s tech chief, Henna Virkkunen, stated that the goal is to foster greater choice for users and encourage the emergence of alternatives to Google Search and Gemini.
Rival AI assistants on Android
The first decision focuses on AI assistants. Currently, non-Google assistants like Microsoft’s Copilot or third-party chatbots have only limited access to key Android capabilities. They cannot be set as the default voice assistant system-wide, cannot be activated by voice wake commands like “Hey Google,” and lack deep integration into apps such as messaging, navigation, or booking services. This puts them at a significant disadvantage, especially since the Commission notes that 60% of EU users rely on Android.
Under the new rules, Google must let users choose their preferred assistant and wake it by voice in the same way they do with Gemini. Those third-party assistants must also be able to act inside apps—for example, to book a taxi, suggest chat replies, or control smart home devices. Google has until July 2027 to implement these changes, which will require modifications to Android’s core architecture and possibly to Google Play Services and the Android Compatibility Definition Document (CDD).
The deadline gives Google nearly four years, far longer than the typical DMA compliance timeline for other gatekeepers. This reflects the complexity of overhauling a system that has long been tied to Google’s own services. The Commission likely wants to ensure that the changes are technically sound and do not introduce security vulnerabilities. However, rival companies argue that the extended timeline gives Google time to entrench its position further.
Sharing search data with competitors
The second decision addresses search data. Google, as the dominant search engine in Europe (with over 90% market share), collects vast amounts of query, click, and user behavior data to improve its search rankings, snippet generation, and AI models. Competitors argue that without access to that same data, they cannot hope to catch up. The EU agrees and has ordered Google to share anonymized search data with rival search engines and AI chatbots subject to strict safeguards.
The data sharing will begin in January 2027. The Commission has outlined several protections to address privacy concerns. Records containing rare or sensitive information (such as medical or financial queries) will be suppressed. Users’ identities will be removed, and search queries will be grouped into bundles of at least 1,000 people to prevent re-identification. Only vetted firms that submit a credible plan to improve search or AI capabilities can receive the data, and they will be subject to independent audits. Google retains the right to refuse data to any company that poses serious security risks.
Critics note that these safeguards may still leave gaps. For example, even anonymized query data can sometimes be linked back to individuals if combined with other datasets. But the Commission says its anonymisation techniques meet the highest standards and that the overall benefit to competition outweighs residual risks. The data sharing obligation is also explicitly limited to data that Google collects for improving its own search; data used for advertising or other purposes is not included.
Google’s objections
Google has expressed strong opposition, as it has against many previous EU rulings. Kent Walker, Google’s president of global affairs, issued a statement claiming the decisions “risk undermining vital privacy and security guardrails for millions of Europeans.” He argued that opening search data to unfamiliar companies would expose “Europeans’ private searches” without adequate anonymisation and without user knowledge or consent. He further warned that the changes could weaken citizens’ privacy, risk business trade secrets, and endanger national security.
The Commission rejects these claims, pointing to the robust anonymisation measures it has mandated. It also notes that Google can block any firm that poses a genuine security risk. In practice, the data sharing will likely be limited to a small number of established competitors, such as Microsoft’s Bing, DuckDuckGo, Ecosia, and European AI challengers like Mistral or Aleph Alpha. Startups may also qualify if they meet the vetting criteria.
Google’s objections also echo its long-standing narrative that EU regulation unfairly targets American tech companies. The Trump administration has similarly argued that the DMA is discriminatory. However, the Commission maintains that the rules apply to any gatekeeper, regardless of nationality, and that they are designed to protect European consumers and foster a more competitive digital market.
Historical context and regulatory pattern
The DMA, which came into force in 2023, has already been used to force changes from other large tech platforms. Meta was ordered to strip addictive features from its social media platforms, and Google itself was required to allow rival app stores on Android and give users more choice over default search engines. The new AI and data sharing measures represent the first time the DMA has been applied to generative AI and search data specifically.
Android’s dominance in the EU (over 70% of mobile devices, up to 60% of users according to the Commission) makes it a critical gatekeeper. By forcing Google to open up, the EU hopes to create a more dynamic ecosystem where smaller AI assistants can thrive. This could lead to more diversified voice assistants, better privacy-focused search engines, and innovative AI applications that are not beholden to Google’s ecosystem.
The timeline for compliance with the data sharing order (January 2027) gives competitors a clear deadline to prepare. It also aligns with broader EU efforts to regulate AI, including the upcoming AI Act, which will impose transparency and safety requirements on high-risk AI systems. Together, these laws aim to shape how artificial intelligence is developed and deployed in Europe.
Comparison with Apple and other gatekeepers
The Commission’s approach to Google has been notably more aggressive than its approach to Apple, at least in the area of AI. Apple’s Siri AI is set to launch in the EU, but the Commission has not yet mandated that Apple open its voice assistant to rivals in the same way. Apple has been given a longer runway, possibly because Siri is not yet fully integrated into the EU market. However, if Apple achieves dominant status with Siri, similar obligations could follow.
Google, for its part, has argued that the DMA’s requirements are overly prescriptive and that they stifle innovation rather than encouraging it. The company has pointed to its own investments in AI safety and privacy as evidence that it is a responsible steward of user data. Yet the Commission counters that competition itself drives innovation, and that Google’s dominant position across search, Android, and AI creates a self-reinforcing advantage that no amount of voluntary initiatives can correct.
Future implications for the tech industry
These decisions are likely to have far-reaching consequences beyond just Google. Other gatekeepers, such as Amazon and Microsoft, will watch closely as precedent is set. The DMA gives the Commission the power to update obligations as markets evolve, so these are not static rules. If new AI assistants or search engines fail to gain traction despite the opened doors, the Commission may impose additional measures.
For consumers, the changes could mean more choice in voice assistants, better privacy protections from rivals that do not rely on advertising revenue, and potentially more innovative search features from companies that have fresh approaches to ranking and relevance. However, the benefits will not be immediate, as the compliance deadlines stretch into 2027. In the meantime, Google must begin the technical work of redesigning Android to accommodate third-party assistants and preparing the data-sharing infrastructure.
The Commission has also reserved the right to impose fines of up to 10% of Google’s global annual turnover if it fails to comply. Given that Google’s parent company Alphabet reported over $300 billion in revenue in 2023, a maximum fine could reach $30 billion. Such a penalty would dwarf previous EU fines against Google (totaling over €8 billion for antitrust violations in shopping, Android, and advertising). The threat of massive financial sanctions gives the measures teeth.
In summary, the EU is moving decisively to reshape the digital landscape. By forcing Google to open Android to rival AI and share search data, the Commission is betting that competition will lead to better products and more user control. Whether that bet pays off will depend on how effectively Google implements the changes and whether rivals can capitalize on the new opportunities. The next few years will be critical for the future of mobile AI and search in Europe.
Source:TNW | Android News