Google is exploring options for websites to opt out of having their content used in its Search generative AI features, including AI Overviews and AI Mode. This move aligns with new requirements set by the UK’s Competition and Markets Authority (CMA), which aims to give content publishers more control. Google stated that they are developing updates to allow site owners to manage how their content appears in these AI features, similar to existing controls for featured snippets. The CMA's roadmap, set for consultation until June 2025, outlines several measures to enhance transparency and fairness for publishers. Key proposals include allowing publishers to opt out of their content being used for AI features and ensuring proper attribution in AI results. The CMA also emphasizes the need for Google to maintain fair ranking practices in search results and to facilitate easier switching between search services for users, particularly on Android and Chrome. Google is committed to providing a user-friendly experience while protecting the interests of content creators. They aim to avoid creating confusion in search results and recognize that as AI becomes integral to information retrieval, these controls must be simple for website owners. The situation reflects a growing tension between tech giants and content creators over how digital content is utilized and monetized.