What the EU’s Digital Markets Act Is Demanding from Google
The European Commission has proposed new measures that would force Google to open core Android features to third party assistants. Today, Google’s own Gemini service enjoys privileged access to functions like voice activation, background operation and deep integration with system apps on Android. Regulators say this breaks the spirit of the Digital Markets Act, which is designed to stop dominant tech platforms from unfairly favouring their own services. Under the proposal, Google must give rival Android AI assistant apps access that is “equal in effectiveness” to Gemini. That means a competing assistant should be able to perform on-device tasks such as sending emails via your chosen mail app, ordering food, or sharing photos, with the same level of integration Google keeps for itself. If finalised, these rules would structurally reshape how AI agents on phone platforms plug into Android’s foundations.
The Core Android Features at Stake — and Why They Matter
When regulators talk about “core Android features”, they mean the plumbing that makes an assistant feel built-in rather than just another app. This includes the default assistant setting (what launches when you long-press the home button or power key), lock-screen access (responding without unlocking your phone), voice triggers (“Hey Google”-style hotwords), and system-level search across apps and settings. It also covers background operation and the ability to talk directly to other apps to complete tasks. These hooks are critical because they turn a basic chatbot into a true Android AI assistant that can act as an AI agent on phone, orchestrating actions across your device. Without them, third party assistants are stuck in a browser or standalone app. With them, they can start to rival or even replace Google Assistant in everyday use, from productivity to lifestyle and entertainment.
Google Assistant Alternatives: From ChatGPT-Style Agents to OEM Companions
If Google complies fully, its default dominance could weaken, making room for a range of Google Assistant alternatives. Third party assistants like ChatGPT-style conversational agents or Anthropic’s Claude could gain deeper hooks into Android, letting them send messages, manage calendars or book services with far fewer manual steps. Phone makers (OEMs) might also push their own branded AI companions, tying them to cameras, health tracking or device ecosystems. Longer term, this aligns with a broader move toward intent-based computing, where you tell an assistant what you want and it deals with multiple apps in the background. Work on AI-focused hardware, such as OpenAI’s exploration of AI agent smartphones and custom chips with partners like MediaTek and Qualcomm, points to a future where assistants are central to the phone experience rather than add-ons, even if those devices are still several years away.
Benefits for Everyday Users in Malaysia and Worldwide
For users in Malaysia and other non-EU markets, the EU’s Digital Markets Act still matters because global Android builds often follow European rules over time. More open access to system features would let third party assistants deliver smarter cross-app automation: booking travel, paying bills or sharing files without constant app switching. Users could pick an Android AI assistant that matches their priorities — one focused on privacy, productivity, language support or local services. Competition should also push innovation in mobile productivity and lifestyle apps, which can plug into multiple assistants rather than optimising only for Google. Developers could design services expecting assistants to handle complex, multi-step tasks on the user’s behalf. Even if full DMA-style openness arrives later outside Europe, users can benefit as Google and rivals improve their products to stay attractive in a more competitive ecosystem.
Risks, Timelines and How to Prepare as an Android User
Greater openness also brings risks. Deep system access for multiple assistants can create fragmentation, with different behaviours across brands, models and regions. Privacy is a major concern: any AI agent on phone that can read notifications, messages or app data needs strict permissions and transparent data use policies. The EU aims to finalise its measures by the end of July 2026, so changes will roll out gradually as Google adjusts Android and device makers update software. Outside the EU, including Malaysia, similar access may arrive later or in limited form, creating an uneven experience between regions. In the meantime, users can prepare by reviewing Android privacy settings, limiting assistant permissions to what’s truly needed, and experimenting with available Google Assistant alternatives where they exist. This will make it easier to switch if and when deeper third party assistants become widely supported.