Google Could Share Search Data With Rivals

The European Commission has set out early proposals that could require Google to share parts of its search data with competing search engines and eligible AI chatbots operating in the European Union and European Economic Area. The move is part of wider efforts under the Digital Markets Act (DMA) to increase competition in the online search market.

Early-stage proposal under EU competition rules

The proposal is still in its preliminary phase and has not yet been made legally binding. It forms part of an ongoing review into how dominant platforms operate within digital markets and whether greater data access could help level the playing field for competitors.

A public consultation is currently open, allowing industry participants to submit feedback. A final decision is expected later in the year, with July set as the current target for the Commission’s ruling.

What data could be shared

Under the current proposal, Google may be required to provide anonymised search data under fair, reasonable and non-discriminatory (FRAND) terms. The categories outlined include:

Search ranking information
User query data
Click behaviour data
View or impression data

The aim is to allow competing search engines to better understand how results are ranked and interacted with, helping them refine their own systems and improve competitiveness against Google Search.

AI chatbots could also be included

One of the most notable elements of the proposal is that AI-powered chatbots with search functionality could also qualify for access. If they meet the definition of an online search engine under the DMA, they may be able to receive the same anonymised datasets as traditional search providers.

This could include systems designed for conversational search, which would then be able to use real-world search signals to improve how they retrieve and rank information.

If implemented, this could have a significant impact on how AI search tools develop, particularly as more users rely on them for direct answers rather than traditional search results.

How the proposal would work

The Commission has outlined several areas that still need to be defined before any final decision is made. These include:

Which companies qualify as eligible data recipients
How frequently data would be shared
Technical methods for secure access
Standards for anonymising personal information
Pricing rules under FRAND conditions
Administrative procedures for requesting and using the data

These details are expected to be refined during the consultation period before any final legal framework is agreed.

Google’s response to the plans

Google has raised strong objections to the proposals. The company argues that requiring it to share search data could introduce privacy risks, even if the information is anonymised. It has also suggested that the scope of the proposal goes beyond what was originally intended under the Digital Markets Act.

Google has further indicated concerns that major AI companies may benefit disproportionately from access to this data, potentially reshaping competition in the search and AI space.

Why this matters for search and AI

If the proposal is approved, it could represent a major shift in how search data is accessed across Europe. Rival search engines and eligible AI chatbots would gain access to signals that are currently used internally to improve Google’s own search results.

However, the proposal does not include full access to Google’s search index. Instead, it focuses on anonymised interaction data such as rankings and user behaviour, which can still play a major role in improving search relevance and performance.

For AI-driven search tools in particular, this type of data could help improve answer quality, ranking accuracy, and retrieval systems, potentially making them more competitive with established search engines.

Next steps in the process

The public consultation remains open until May, after which the European Commission will review submissions and refine its proposals. A final, legally binding decision is expected by July.

If adopted, the rules would apply across the EU and EEA, affecting how search data is shared and potentially influencing how AI search products evolve in the region.

While no enforcement action is currently in place, the outcome could have long-term implications for competition in search and the growing role of AI in how users find information online.