The US Department of Justice (DoJ) may be considering moving forward with plans to dismantle Google’s control of internet search, following its victory in an antitrust case in August.

The proposed solutions aim to curb Google’s dominance and level the playing field for competitors, particularly as new technologies such as AI-powered search emerge.

Limit Google’s Default Search Status
One key strategy is to end Google’s position as the default search engine on billions of devices. Currently, Google secures this place through contracts and revenue sharing agreements, particularly on Android devices and the Chrome browser.

The DoJ is exploring whether to limit or eliminate these agreements, which could force Alphabet, Google’s parent company, to separate its Android and Chrome divisions.

Share search algorithms with competitors
A big part of the plan involves forcing Google to share crucial data, including its search indexes and ranking algorithms, which power its search engine and AI capabilities.

This would allow smaller competitors to improve their search services and compete more effectively. Additionally, the DoJ can prevent Google from signing exclusive contracts with web publishers and ensure that publishers can opt out of having their content used for Google’s AI-generated summaries.

Competition in digital advertising
Google’s dominance in digital advertising is also under scrutiny. The DoJ’s proposals could require Google to be more transparent with advertisers and its ad auction processes, making it easier for smaller competitors to enter the market and attract advertisers.

Google’s response
Google called the DoJ’s proposals “radical” and plans to appeal the court’s decision. The company says government intervention could harm innovation and negatively impact consumers. Despite these objections, the DoJ plan aims to break Google’s monopoly and foster competition in the search and digital advertising markets.

The final details of the corrective measures are still being worked out and any significant changes may take time. However, the DoJ’s efforts demonstrate a bold attempt to reshape the digital landscape and reduce Google’s overwhelming influence in search and AI.