The European Union has initiated a significant antitrust investigation into Google’s use of AI tools, particularly regarding how they utilize online content from publishers. The inquiry aims to determine if Google’s AI features, such as AI Overviews and AI Mode, exploit unlicensed or inadequately compensated material, thereby undermining media sustainability and fair competition. EU regulators are scrutinizing whether these AI enhancements disproportionately disadvantage rival AI developers and if they infringe on European copyright laws by using publisher content without appropriate licensing. Historically, Google has faced lengthy probes with fines exceeding €8 billion, but critics argue that tangible reforms remain elusive. As these investigations unfold, rights-tech startups and collective management organizations (CMOs) may emerge as pivotal players in shaping licensing frameworks and ensuring fair compensation for creators. This approach aligns with the EU’s broader aim to safeguard content producers and promote equitable dynamics in AI and digital markets.
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