Walmart CEO Doug McMillon Not Mentioned in Google's EU Antitrust and AI Collaboration Coverage

Alphabet Inc.'s Google has faced significant legal and regulatory challenges in the European Union, alongside strategic collaborations aimed at bolstering its advertising and artificial intelligence (AI) ecosystems. Recent rulings in Germany have imposed substantial damages on the tech giant, while ongoing antitrust investigations and business partnerships highlight the evolving dynamics of its global operations.

German Court Orders €573M in Damages for Antitrust Violations

A Berlin Regional Court has mandated Google to pay to two German price-comparison platforms, Idealo and Producto GmbH, following a European Union antitrust crackdown. The ruling stems from a 2017 European Commission decision that found Google systematically favoring its own shopping services in search results, violating competition laws. Idealo, a subsidiary of Axel Springer SE, , while . Google has expressed disagreement with the rulings and plans to appeal, stating that the majority of the plaintiffs' claims were dismissed.

EU Antitrust Scrutiny Extends to Adtech and News Ranking

Regulatory pressure on Google's advertising technology (adtech) business has intensified, with the European Commission demanding measures to address conflicts of interest in its ad exchange operations. The company has proposed changes to its adtech tools, including enhanced interoperability and publisher flexibility, to avoid a forced divestiture of its AdX business. Parallel to these efforts, the EU is investigating whether Google unfairly ranks news publishers in search results, .

Strategic Collaborations in AI and Advertising Innovation

Google's division has partnered with OUTFRONT Media's XLabs to launch a first-of-its-kind campaign combining generative AI (GenAI) and human-led storytelling. The collaboration leverages DeepMind's AI models, including Gemini, to create advanced advertising solutions. Additionally, ' Remini app has ' AI model, . The app, which enhances photos and videos, .

Legal Precedents and Global Implications

The German court's decision marks the first instance of damages awarded based on the 2017 EU antitrust ruling, signaling a shift in how member states apply supranational competition law. Legal analysts anticipate similar actions in jurisdictions such as France and the Netherlands, as the ruling establishes a precedent for follow-on claims. Meanwhile, 's case against Google's AdX business remains pending, with potential outcomes influencing the EU's enforcement strategy.