Google has issued a stark warning that its Search engine could be jeopardized if it is forced to implement strict new controls over how web content is used in AI-powered features. The caution comes in response to proposed regulations by the UK’s Competition and Markets Authority (CMA), which aims to give publishers greater control over how their content is harvested and used in AI tools like Google’s AI Overviews and AI Mode. In a blog post, Google acknowledged the growing concerns from publishers who argue that AI summaries often replace direct links to their websites, undermining the long-standing web model where content creators are rewarded through traffic from search. In response, the company said it is now exploring new tools to allow websites to opt out of being used in its generative AI features. “This is a significant step,” Google stated, signaling a shift from its previous resistance to such demands. However, the company also stressed that any new rules must not disrupt the core functionality of Search, which remains central to its business and a cornerstone of the open web. “Any new controls need to avoid breaking Search in a way that leads to a fragmented or confusing experience for people,” Google warned. The company emphasized that AI has been deeply integrated into Search for over a decade, helping rank results, personalize responses, and deliver faster, more relevant information. Separating AI data use from traditional indexing, Google argues, could weaken the system’s effectiveness and reduce discoverability for websites. The debate centers on a fundamental question: What should Search look like in the age of AI? Publishers want stronger safeguards to protect their content from being used without consent or compensation. Google contends that imposing rigid opt-outs could lead to unintended consequences—such as lower-quality results, reduced innovation, and a degraded user experience. Cloudflare CEO Matthew Prince praised the CMA’s proposal as a step forward but said it falls short of addressing the root issue: the lack of separation between how Google crawls the web for search versus how it uses content for AI. “The CMA’s recommendation today doesn’t go far enough because it doesn’t force Google to split search crawl from AI crawl,” Prince told Business Insider. He argued that requiring Google to treat AI and search data collection as distinct processes would level the playing field for other companies and promote competition. “Every company other than Google would support that because it fosters a healthy market. It’s a no-brainer, so it’s disappointing the CMA didn’t go far enough today.” The CMA’s consultation on the proposed rules runs until February 25. The outcome could shape not only Google’s future in the UK but also the broader trajectory of the open web—determining whether AI innovation can coexist with fair content use, or whether the two will inevitably clash.