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.

The U.K.'s Competition and Markets Authority has proposed to designate Alphabet's (NASDAQ:GOOG) (NASDAQ:GOOGL) Google with 'strategic market status' under the country's new Digital Markets Competition Regime.

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