Tech giants like OpenAI, creators of ChatGPT, have rapidly advanced artificial intelligence systems in recent years. While the technology shows promise, some worry a few powerful companies will dominate the AI market. This could limit innovation and consumer benefit. 

The UK's competition authority, CMA, aims to prevent an AI monopoly by proposing new rules. These would increase transparency so users understand where systems like ChatGPT get information. The rules would also hold AI services accountable for providing factually accurate responses.

CMA chief Sarah Cardell warns of "real risks" that uncontrolled AI development could undermine public trust or let a handful of players control the market. She says "the benefits would not be felt across the whole economy." The rules must balance protecting consumers while still enabling AI innovation.

Over the next year, the CMA will discuss potential regulations with tech firms like Google, Meta, and Microsoft. They also want input from consumer groups, academics, governments and other stakeholders. Recommendations will come in early 2024. Countries like the US are also drafting AI rules.

Consumer advocates agree AI needs oversight to prioritize user rights. In the Netherlands, the Consumer Association recently urged officials to keep consumer interests central when governing AI systems. They want assurances that AI won't mislead or exploit people's personal information. 

While awaiting Europe's broader AI law, Dutch leaders have already begun efforts to safeguard consumer rights in AI services. With a balanced approach, new regulations can ensure artificial intelligence builds trust and empowers people.