Google faces antitrust challenges while striving to advance AI and search technology
Tampa, Fla. (December 16, 2024) – If you engage in technology at all, you probably use a Google product or service at least once a day. Think about it — the most popular browser on people’s devices is Chrome. Whenever you look something up, you’re probably using Google’s search engine. Have an Android phone? That’s owned by Google, too. Google has become so widespread that it’s even been added as a verb in Merriam-Webster’s dictionary.
Whether we like it or not, Google is annihilating its competition. Not surprisingly, the U.S. Department of Justice (DOJ) has taken notice.
Google lost an antitrust case back in August for illegally monopolizing online search and advertising markets, meaning it has exclusive control over those markets and maintains that dominance through improper means. The DOJ asked a federal judge in late November to force Google to sell Chrome and impose restrictions on artificial intelligence and the Android operating system to break up the company’s monopoly over the search engine market.
Let’s look at the three main parts of the Google breakup effort, a plan antitrust experts are calling historic.
Giving up Chrome
The Chrome browser, launched by Google in 2008, provides the company with data that it uses to target ads. The DOJ said that Google’s ownership of Chrome fortified its dominance in the industry, and that forcing the company to divest the browser would create a more equal playing field for search competitors such as Bing and DuckDuckGo. Google established contracts with major companies, like Apple and Samsung, to be the default search engine on their devices, which prevents competitors from getting market share.
Restrictions on Android
In addition to the DOJ’s call for Google to get rid of Chrome, it stated that forcing the company to divest its Android mobile operating system would also help restore competition in the markets. Because Google would most likely object to relinquishing Android, the DOJ chose not to pursue that remedy for now. Depriving Google of control over the Android ecosystem through favoring its own search services should be enough, but that if that measure ultimately fails to end its monopoly, the court could return to the idea of making Google divest Android.
Limiting AI development
The DOJ also raised concerns over Google’s artificial intelligence (AI) integration, asking the judge to prevent Google from manipulating development and deployment of certain AI practices and other fast-moving technologies that could affect market dynamics for future search competitors. Despite being embroiled in a case that threatens its AI development, Google announced earlier this month the release of its next wave of AI, Gemini 2.0.
What’s next for Google
Forcing Google to sell Chrome and make changes to Android and AI development would certainly affect the global digital economy, whether positively or negatively. Those that support the breakup say it would boost competition and new technology development, while those against it believe it would negatively impact app developers, small tech firms and those reliant on Google’s established technology.
So, what’s next for this case?
Overall, a complete breakup is an unlikely outcome. Google is expected to file its countersuit on December 20, and a final ruling is expected by next August. Google claimed it will appeal, which might drag out the case for years. According to some legal experts, the court will most likely force Google to end certain exclusive agreements with technology companies, making it easier for users to choose and utilize other search engines.
While the final outcome is still unclear, we’ll be keeping our eye on this case and will bring you updates as it continues to unfold.
About the author: Kailynn Bannon supports the Connected Nation team by writing blogs, editing videos and podcasts, managing social media, and creating newsletters. Her responsibilities also include researching video marketing trends and analyzing website and social media metrics, while enhancing various communications materials like brochures and event invitations.