Google says it is exploring the option of allowing publishers who choose to use their website content to generate AI Overviews at the top of search results.

In one blog post published Thursday, the company focused its approach on the controls it gives websites to manage how their content appears in Search AI features. The post is Google’s response to the fact that the UK’s Competition and Markets Authority has opened a consultation on potential new requirements for Google.

Google introduced its AI Overviews feature, which places AI-generated summaries at the top of search results, in summer 2024. The company relies on information scraped from websites to create Overviews, and websites cannot opt ​​out of Google using their content for this purpose.

As a direct result of this, many publishers and media organizations around the world have reported significant drops in click-through traffic, with a domino effect on revenue and their ability to create original content that Google relies on for Overviews.

Citing Google’s dominant position in the online search world, the CMA a package of measures is proposed on Wednesday designed to ensure news and content producers get a fair deal on how their content is used by the company. These steps include allowing publishers to opt out of their content being used to power AI features, such as AI overviews, or to train AI models outside of Google Search.

In its blog post, Google said it is “currently exploring updates to our controls to allow sites to specifically opt out of Search generative AI features.” It does not say whether these controls apply to publishers based outside the UK.

“Our goal is to protect the usefulness of Search for people who want information quickly, while also giving websites the right tools to manage their content,” the company said. “We look forward to participating in the CMA process and continuing discussions with website owners and other stakeholders on this topic.”

The company also stated that any new controls it adds are necessary to avoid violating Google Search “in a way that leads to a fragmented or confusing experience for people.” Its overall goal is to protect the “friendliness” of Search.

It should be noted that Google’s AI Overviews have, on several occasions, provided inaccurate information, including the above screenshot, which incorrectly identifies CNET’s parent company as Red Ventures. (CNET is currently owned by Ziff Davis.) It can be argued that this represents an example of “fragmented and confusing experience” Google says it wants to avoid.

The CMA said it will wait a year to announce the results of the consultation and whether it plans to take further action. In the meantime, Google says it hopes it can find a way forward “that provides more choice to website owners and publishers.”