The ruling against Google has opened up a range of potential remedies, each aimed at curbing Google's dominance and restoring competitive balance in the market. The remedies could be structural, such as breaking up Google into smaller entities, or behavioral, like prohibiting exclusive agreements that make Google the default search engine on devices. However, the rise of AI-powered search engines like Perplexity and OpenAI's plans to launch a search engine introduces a new dynamic that could influence these remedies.
AI-powered search engines have the potential to disrupt the search market significantly, offering alternatives that were previously unimaginable. These engines leverage advanced natural language processing and machine learning to provide more personalized and intuitive search experiences. This innovation could naturally erode Google's market share, lessening the need for extreme remedies like a breakup. Instead, we might see regulators focus on promoting user choice, perhaps through the implementation of choice screens that allow users to select their preferred search engine, including these AI-powered options. Such measures could foster competition without the complexities of dismantling Google.
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