EU puts Google’s AI and search data under DMA spotlight
On January 27, 2026, the European Commission signaled a major shift in its enforcement of the Digital Markets Act (DMA), officially putting Google’s AI and search dominance under a regulatory microscope.
The Commission has launched two formal “specification proceedings” designed to strip away the advantages Google holds through its Android ecosystem and its massive vault of search data. Rather than a standard investigation, these proceedings act as a roadmap, where the EU tells Google exactly how it must open its doors to rivals.
EU Targets Google’s AI and Search Data for “Fair Access”
The European Commission’s move is a clear message: the era of “gatekeeping” AI and search metrics is coming to an end. By formalizing these proceedings, the EU is shifting from broad oversight to granular technical demands. The goal is to ensure that Google’s own services, like Gemini, don’t have an unfair head start in the mobile AI race just because they live on the Android operating system.
Breaking the “Android Advantage” for Gemini
The first set of proceedings focuses on Article 6(7) of the DMA, which mandates interoperability. Regulators are looking at how Google integrates its AI services into Android hardware and software.
Currently, Gemini enjoys deep integration with device features—think microphones, cameras, and system-level processing. The EU wants to ensure that third-party AI developers have the same “free and effective” access. If a rival AI wants to trigger a specific hardware function or system shortcut, the EU is demanding that Google makes that just as seamless for them as it is for Gemini.
Leveling the Search Field through Data Sharing
The second focus is perhaps more disruptive to Google’s core business. Under Article 6(11), Google is required to share anonymized search data with rival search engines. This includes:
- Search Rankings: How and why results appear in a certain order.
- Query Data: What users are actually searching for.
- Click & View Metrics: Which results users are actually engaging with.
The Commission is specifically investigating whether AI chatbot providers should be eligible to tap into this data. If OpenAI or Perplexity gains access to Google’s real-time search trends and click data on “fair, reasonable, and non-discriminatory” (FRAND) terms, the competitive landscape of search could change overnight.
Why This Scrutiny Matters to the Industry
For advertisers and developers, this isn’t just a legal battle—it’s a market shift. If Google is forced to share its “secret sauce” (search data) and hardware access:
- Increased Competition: Rival search engines could finally offer results that rival Google’s accuracy.
- AI Fragmentation: We may see a rise in “system-native” third-party AI assistants on Android that are just as fast and capable as Gemini.
- Ad Spend Shifts: As alternative search engines gain better data, the absolute dominance of Google Ads could face its first real challenge in decades.
What Happens Next?
Google has voiced concerns, claiming these rules could “compromise user privacy and security.” However, the clock is ticking.
The European Commission has a structured timeline for these proceedings:
- Within 3 Months: The Commission will issue preliminary findings and draft measures for Google.
- Within 6 Months: The final specification will be published, outlining the exact technical changes Google must implement.
If Google fails to follow these specific “instructions,” they risk massive fines—up to 10% of their global annual turnover, or even 20% for repeated offenses.