UK Watchdog Pushes Google to Offer ChatGPT & Perplexity as Default Search

What Happened

Britain’s competition regulator, the Competition and Markets Authority (CMA), announced on September 23, 2026 a proposal that could reshape how users obtain search results on Android phones and the Chrome browser. The CMA wants Google to let users set ChatGPT, Perplexity, and other AI assistants as their default search provider.

The initiative is part of a wider push to boost competition in online search and give consumers a real choice the moment they power on an Android device or launch Chrome. If approved, the next time a user opens their phone or browser they would see a prompt offering a selection of search engines—including AI‑based assistants.

The CMA is accepting comments until October 9 and aims to finalize the conduct requirement by the end of the year.

Key Details

• Choice at launch – The first time an Android device is used or Chrome is opened, users would be presented with a list of search providers. The default option could be refreshed each year.
• AI assistants eligible – Any AI assistant that satisfies the CMA’s technical and security criteria—including ChatGPT and Perplexity—may appear on the selection screen.
• Fair attribution – Providers displayed must clearly attribute publisher content, enabling users to trace answers back to the original source.
• Regulatory feedback – Publishers, search providers, consumer groups, and the public are invited to comment.
• Timeline – Feedback deadline: Oct. 9; final decision expected by year‑end.

Why This Matters to Your Business

AI‑driven search is already moving from novelty to mainstream. Voice queries and conversational prompts increasingly land users in an assistant’s answer rather than a traditional SERP. By making AI assistants a default option, the CMA is acknowledging that these tools are becoming a primary discovery channel.

For local and small businesses, the shift opens three practical opportunities:

• New visibility pathways – When an AI assistant cites your content, it can appear directly in the answer, bypassing the usual list of links.
• Higher relevance – Structured, citation‑ready content is more likely to be pulled into concise, context‑aware responses.
• Increased competition – More default choices dilute Google’s dominance, giving smaller search services a chance to surface your brand.

What It Means for Your Business

1. Optimize for AI assistants – Use schema markup, clean headings, and clear citations so AI can reliably extract your information.

2. Maintain accurate citations – The fair‑attribution rule means search providers must show source links; keep your references up‑to‑date.

3. Engage across platforms – Establish a presence on Google, ChatGPT, Perplexity, and any emerging assistants, as each may weigh signals differently.

4. Monitor AI‑generated results – Track how your business appears in assistant responses with tools like VisibilityAI.

5. Prepare for annual default reviews – Since users will be prompted each year to confirm their default, keep your brand top of mind through consistent SEO and outreach.

In short, the CMA’s proposal confirms that AI search is no longer a fringe experiment. If you haven’t yet tailored your site for AI assistants, now is the moment to start.

FAQs

Q1: Will my business automatically appear in ChatGPT or Perplexity answers?

A1: No. Your content must be well‑structured, properly cited, and indexed for the assistant to retrieve it. Partnering with a visibility platform can help make your data AI‑ready.

Q2: How can I get my citations recognized by AI assistants?

A2: Implement schema markup (e.g., Article, LocalBusiness, Review) and ensure every claim links back to its original source. Regularly audit and update any changes.

Q3: What if I prefer to keep Google as my default search?

A3: The CMA’s plan would still allow you to set Google as the default, but optimizing for other AI options will broaden your reach and protect against a single‑provider reliance.