The UK’s Competition and Markets Authority (CMA) has commenced a significant investigation into Google’s search services under the new Digital Markets, Competition and Consumers Act (DMCC).

The probe examines whether Google possesses “strategic market status” (SMS) in the search market.

If confirmed, the CMA could impose measures to address anti-competitive practices, ensuring a level playing field as AI reshapes search technologies.

According to the CMA, Google holds over 90% of general search queries in the UK, with more than 200,000 advertisers relying on its services.

The CMA expressed concerns that Google’s dominance may disadvantage emerging AI-driven search services and businesses, including news publishers.

In response, Google indicated it would collaborate with the CMA.