Google is rightfully facing blowback for forcing K-12 schools to enable AI if they wanted to keep using Google search. The company quickly backtracked and decoupled and turned off the services by default, but made it clear search will continue to be just another AI chatbot. This mandate forces an ultimatum on educators: accept generative AI or de-google your school.

Students, teachers, and parents across the U.S. are now years into an argument about how schools should respond to the growth of AI-enabled tools. Google decided to skip this debate and take this choice from schools. In August it activated AI chatbot Gemini for 150 million K-12 students on Google Classroom, leaving educators scrambling to respond. A few months later, Google introduced a new way to turn it off — but now administrators would also be turning off Google search.

Google walked this back somewhat, clarifying that Gemini, Gemini notebook, and Search will have their own controls and will be off by default. But because of Google’s broader approach to force AI on all search users, this change is still an example of a tech monopolist pushing unwanted changes into the classroom.

Tying AI to Search

It’s no secret that the biggest companies in AI  are operating at a huge loss, in the hope they can follow Uber’s enshittification playbook. Offer a cheap convenience at a major loss until old systems atrophy, then flip the script to reduce wages and raise consumer costs—whether that’s paying with cash or with data. 

This puts Google in the odd position of an incumbent, with around 90% of search traffic. It needs to not only make good on its own AI investment, but protect its dominance from new AI tools. It’s not just enough to offer its own AI mode, it needs to turn search into AI mode, while engaging in clumsy self-preferencing that is eating its own ad revenue.

The problem with this approach is the public is split on AI, to put it mildly. Some users will welcome these changes, but the rest are stuck in an all-or-nothing bargain. Anyone concerned  about the accuracy of AI overviews or their impact on click-through rates for online communities and small publishers can just deal with it. The bet is any inconvenience in switching to an alternative is enough to keep you trapped.

Google can and should offer a way to disable AI overviews. Smaller services like DuckDuckGo* and Brave search have simple and persisting AI settings which don’t require login. These services also don't mince words and make a distinction between generated AI summaries, suspected AI results, and the backend use of AI to curate links. 

It’s not enough to point to opaque workarounds, either. Adding “-ai” to your Google search will usually remove AI Overview, but so will “-unicorn”. This trick isn’t meant to be an AI off-switch, it’s a quirk of how AI Overview was implemented and can change at any time. These tricks also don’t generalize well to settings for system administrators. Hacks might work for now, but everyone—including administrators—deserve clear set-and-forget controls for the tools they rely on.

Pushing AI on Schools

De-googling your life isn’t easy, and for schools it can be even more difficult. For decades Google has gone after schools to foster life-long Google users—resulting in many institutions being deeply entrenched in its ecosystem despite data privacy concerns. That’s because schools face major switching costs when moving to a competitor. It takes more than flipping a setting—it means a lengthy contract process, staff retraining, and a cumbersome migration of past work. 

The difficulty of switching makes granular controls even more essential, particularly for a hot-button issue like generative AI. Few parents would send their kids to AI-driven schools, but they may want their kids to learn tools like search as they exist outside of the classroom. However, many parents and teachers concerned with AI disrupting learning are pushing major school districts to implement temporary AI moratoriums for young students. These pauses are meant to make sure any introduction of AI fits the needs of students and is done in a way that actually makes sure educators are prepared. 

But in either camp, this is a choice that must be made by schools, not Google. Teachers know more about what their students need than a trillion-dollar tech company, and this expertise should be respected in their own classrooms. 

Google’s self-preferencing and desperate attempt to eventually recoup on an AI money pit must be tempered with more fine-tune controls over generative AI. It’s in Google’s own interest to stop abusing its dominance to piss off users, advertisers, and school communities. It’s also Google’s responsibility as an adjudicated monopolist.

*DuckDuckGo is an EFF donor. EFF donors do not influence our agenda or our positions.