Europe wasted no time using its landmark Digital Markets Act (DMA) to try and rein in Big Tech. Companies like Apple, Meta, and Google have faced steep fines and orders to modify their business practices since the law came into force in 2024. And the hits keep on coming for Big Tech in Europe. After several months of consideration, the European Commission has announced new DMA measures that will force Google to support interoperability and competition in the European Union, and Google is not happy about it.
The new “specification measures” cover two elements of Google’s business: Android phones and search. Both changes could theoretically increase competition and give users more choices, but Google claims they will undermine privacy and security. But as a “gatekeeper” under the DMA, Google has no choice but to comply. As the European Commission points out in its announcement, these decisions are legally binding.
On Android, Google will have to open up access to competing AI platforms. Currently, Google’s Gemini gets preferential access to the system. Gemini is preloaded on all Google-certified Android phones and can wake up in response to the “Hey Google” hot word. Google’s AI also includes system and app automation features, screen content access, and more.
“Third-party AI assistants are therefore limited in how they can offer their innovative services, making them less attractive to 60% of EU users who have an Android device,” the Commission said in its press release.
Whether mobile AI is truly innovative is up for debate, but according to EU regulators, users should be able to install an AI system of their choice without losing features. The Commission says these measures have been designed to preserve user privacy and device integrity. However, generative AI feeds on data, and deploying any such assistant on your phone means inviting your chosen model to pig out. Google is at least the devil you know.