The UK Competition and Markets Authority is seeking to give publishers more control over how their content is used to power Google’s AI services, as part of a wider push to loosen the Big Tech giant’s control over search.

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The European Commission said Tuesday it will guide Google ( GOOG) ( GOOGL) over the course of six months to ensure the U.S. tech giant loosens controls, shares data with rival search engine firms and AI developers, and complies with obligations under the bloc's landmark Digital Markets Act.

Google is leveraging its artificial intelligence technology to open a new peephole for its dominant search engine to tailor answers that draw upon people’s interests, habits, travel itineraries and ph