Google has told EU regulators that “unnecessary” intervention in how device makers integrate AI services would diminish manufacturers’ freedom to customize those tools, raise consumer and business costs, and weaken privacy protections. The tech giant’s comments come amid a broader push by Brussels to enforce rules that would let users in Europe easily activate competing AI services alongside Google’s own offerings on Android devices and other platforms.
In statements to the European Commission, Google has argued that tight new mandates could force device makers and app developers into rigid, one‑size‑fits‑all setups, limiting how they tailor AI features for local markets and specific user needs. The company warns that additional technical and compliance requirements would drive up costs for both manufacturers and cloud‑AI providers, some of which could be passed on to consumers through higher prices or reduced feature sets.
European regulators, however, counter that the proposed measures are part of the Digital Markets Act and related AI‑governance framework, which aim to make big tech gatekeepers such as Google more interoperable and less dominant in how users access AI‑driven services. The EU says its goal is to ensure that individuals can switch between AI assistants, search tools, and other AI services with minimal friction, not to lock them into a single provider’s ecosystem.
Brussels also emphasizes that the new rules would enhance user control, allowing people to activate alternative AI services with clearer, simpler switches in device settings. Regulators argue that greater transparency and easier switching will give consumers more meaningful choice while still respecting EU‑level standards on data protection and AI safety.
Google, for its part, insists it is committed to complying with the EU AI Act and has signed the bloc’s voluntary AI code of practice, which sets out guidelines for training‑data transparency and copyright‑respecting AI model development. But the company maintains that any extra layer of compulsory AI‑access mandates on Android and its cloud‑AI stack must be narrowly tailored so as not to unintentionally erode device‑maker flexibility, consumer choice, or privacy safeguards.
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