The EU Commission is changing strategy in the fight against Google’s market power. Instead of billions in fines, Brussels is for the first time relying on binding specification measures through the Digital Markets Act. Google will therefore have to share search data with competitors in the future and open Android to third-party AI assistants. It is at least doubtful whether this will succeed. So far, Google has not been seriously impressed by any EU measures, especially since the dispute has long since reached a geopolitical dimension. A commentary analysis.
AI sharing and search data: What the EU demands from Google
- The European Commission has unpacked a new tool from the Digital Markets Act (DMA). Instead of imposing billions in sanctions, Brussels has issued two legally binding specification measures against Google. They are intended to promote competition and weaken the company’s market power. On the one hand, Google should adapt Android devices by July 2027 so that others AI providers have comparable access to the operating system like the search engine giant itself with its Gemini model.
- On the other hand, from January 2027, Google will have to provide search data to third parties that it uses to optimize its own services. This means: The company will offer other providers, among other things, in the future Reveal search queries, click paths and ranking information. In order to ensure data protection and privacy of users, the EU Commission prescribes technical and contractual protective measures. The aim is to reduce identification to a minimum without losing the usefulness of the data for third parties. Google does not have to disclose its algorithms for this.
- Although the new measures are aimed at Google, the conflict over AI models and access to operating systems also affects Apple, whose iOS smartphone system, like Android, was classified by the EU Commission as a gatekeeper platform with outstanding market power. That it no concrete measures against the iPhone company is because the company has postponed the launch of its AI assistant Siri AI in Europe because the DMA prevents this. However, the EU contradicted this and pointed out that Apple only had to adapt the service to EU law.
Why Brussels is foregoing a fine
With its new specification measures, the EU Commission wants to finally give the Digital Markets Act the effect that many critics have missed since it came into force. The accusation: That The rules are a paper tiger and so far have generated more headlines than actual changes. But now the law should develop its practical market policy. And not with big money, but with concrete changes to the rules of the game.
At the center is a mechanism that… Google has been playing into the cards for years. The more people use the company’s services, the more data flows back into the search engine and Google AI, which in turn become better and attract even more users.
This cycle increases the group’s lead over the competition with virtually every search query. Brussels wants this Therefore break the feedback loop. The message: Whoever owns the largest treasure trove of data in the world should not be able to use it to gain an unassailable competitive advantage, but rather share it with others.
But the measures also have political explosive power. Commission President Ursula von der Leyen is said to have stopped a billion-dollar fine against Google at the last minute – even though there was overwhelming evidence of violations of the DMA. The result: Instead of fines, there is now a more cooperative procedure with mandatory requirements.
The reason: Previous fines have had little impact on Google’s behavior – also because they were relatively small. However, it is also questionable whether the new specification measures will lead to a change. Either way: Google is naturally not amused. The company considers the requirements to be unworkable As so often, refers to data protection risksa danger to users and even a threat to US national security.
Voices
- Teresa Ribera, Executive Vice-President of the European Commission and Commissioner for Competitionin a statement: “Society is undergoing a profound digital transformation. We must keep this process fair and ensure that our citizens have a choice. Our decision will help smaller competitors, search engines or AI assistants to compete and make this choice while protecting user privacy.”
- Kent Walker, president of global affairs at Google and parent company Alphabeton the new EU rules: “The decisions risk undermining important privacy and security protections for millions of Europeans. We have repeatedly proposed solutions to protect users while meeting the objectives of the DMA, but these rulings ignore extensive evidence of harm to users. In fact, AI assistants are already securely accessing Android’s features, with smartphone manufacturers playing a key role in vetting them. This Android decision puts device security at risk by exposing external apps to sensitive and Extensive device permissions are granted without these protective measures.”
- Also Apple is in conflict with the European Commission and has already had to open its operating system to third parties. However, due to the DMA’s requirements, the company has not yet integrated its AI voice assistant Siri AI into iOS for the iPhone. Craig Federighi, senior vice president of software engineering at Appletakes a similar approach to Google with regard to the EU: “We are very disappointed. (…) We hope to soon be able to offer Siri AI in the EU and will continue to work with the EU regulators on a solution. However, since they refuse to work constructively with us on solutions that ensure data protection and security, we cannot currently provide a timetable.”
Trump hovers over everything
The EU’s decision will not be the last chapter in the dispute between Brussels and Silicon Valley. Many people are convinced that, despite expired deadlines and high expectations, Brussels is now relying on binding regulations instead of billions in fines appear too timid. There is a growing impression, especially in civil society, that although Europe’s digital laws are ambitiously formulated, their enforcement regularly fails due to a lack of political will.
But as is often the case, there is a gap between theory and practice. The warnings from Google and Apple about data protection and security risks cannot be completely dismissed. Because if AI assistants receive deeper access rights to Android or iOS in the future, Theoretically, new attack surfaces actually arise.
Third-party systems with access to messages, location, microphone or screen could cause significant damage if they malfunction or are misused. On the other hand, data protection sometimes serves as an argument for large US corporations to protect their own market power.
The question is therefore not necessarily whether competition should be created, but how. Because the privacy of the users must not degenerate into collateral damage. However, Brussels has presented suitable protective mechanisms in this regard, which certainly need to be adjusted and tightened up here and there. In other words: There should actually be scope for negotiations and compromises.
The fact that Big Tech’s resistance is still so enormous is probably due to one reason geopolitical dimension hanging over everything lay. The argument that the EU plans pose a threat to US national security is no coincidence. It is typical Trump rhetoric with the aim of weakening European tech rules. This means: The DMA has long been more than just a competition law; it is part of an economic power struggle.
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