The news: The European Commission (EC) is moving early to prevent Google from extending its search dominance into AI advertising, per The Current.

“We want to help Google by explaining in more detail how it should comply with its interoperability and online search data sharing obligations under the Digital Markets Act (DMA),” said Teresa Ribera, executive vice president for Clean, Just, and Competitive Transition at the EC.

Google held 89% to 91% of the global search market in 2025, per StatCounter. If it layers ads into Gemini or AI Mode, it could carry Google Search’s structural advantage into conversational AI.

Zooming in: Regulators opened two proceedings Monday to clarify how Google must comply with interoperability and data-sharing rules. Preliminary findings are due in three months, with conclusions in six. It’s a rare indicator of regulation developing in lockstep with AI.

• One inquiry targets Gemini’s access to Android hardware and software features.
• The other focuses on Google Search data—query, click, and view information that fuels AI models. 

The EU’s objective is to ensure rivals such as OpenAI and Mistral AI can compete in the AI ad space without being locked out of critical inputs controlled by Google.

Google Senior Competition Counsel Clare Kelly said, “We’re already licensing Search data to competitors under the DMA. … Further rules, which are often driven by competitor grievances rather than the interest of consumers, will compromise user privacy, security, and innovation.”

Implications for brands: The EU is trying to shape the AI ad market before it calcifies around one gatekeeper. If Gemini or AI Mode becomes a scaled ad surface fueled by exclusive search data, brands risk replaying the last decade—one dominant platform, rising costs, limited leverage.

Brands should look to diversify early by testing multiple AI ad platforms beyond Google and demand clear data transparency on targeting, training signals, and measurement before conversational formats lock in.

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