British regulators said they may force Google to open its search engine to more competition — raising concerns that its budding use of artificial intelligence poses increasing threats to rivals and media companies alike.

Britain’s Competition and Markets Authority said it’s consulting on a proposal to give Google “strategic market status.”

The UK’s competition watchdog has proposed designating Google with ‘strategic market status’ after an investigation earlier this year revealed market issues. The Competition and Markets Authority (CMA) said it had “heard concerns” that Google’s search advertising costs are higher “than would be expected” in a “more competitive market”.