How DeepSeek’s expansion and Australia’s ban could reshape Google’s future

Chinese AI startup DeepSeek is making waves in the global AI space, with rapid adoption and strategic integrations across China’s tech landscape. While some have positioned it as a potential challenger to Google Search, its expansion faces critical roadblocks—especially in Australia, where the government has already banned DeepSeek R1 due to national security concerns. This raises a pressing question: If DeepSeek is indeed emerging as a formidable AI player, what does its rise mean for Australia’s AI future?

The AI tool has quickly gained traction by offering a low-cost, high-efficiency AI assistant that has outperformed OpenAI’s ChatGPT in app downloads within China. According to Reuters, DeepSeek has been integrated into Tencent’s Weixin—China’s largest messaging app with 1.38 billion users—and is being tested as a search tool, signaling its ambitions in AI-powered search. Additionally, Baidu, China’s dominant search engine, has announced full integration of DeepSeek alongside its own AI model, Ernie.

These moves indicate that DeepSeek is positioning itself as a serious player in the AI-driven search market. Unlike OpenAI, which operates primarily in Western markets, DeepSeek benefits from deep ties within China’s digital ecosystem—an ecosystem where Google has no presence. However, its global aspirations face significant geopolitical and regulatory hurdles, particularly in markets like Australia that have moved to restrict Chinese AI technologies.

Why Australia Banned DeepSeek

Australia’s decision to ban DeepSeek R1 stems from national security concerns surrounding data privacy and foreign tech influence. The government has expressed growing caution regarding Chinese-developed AI tools, fearing potential misuse of Australian user data. The Australian Information Industry Association (AIIA) and AI firm Trellis Data have urged the government to invest in homegrown AI solutions to reduce reliance on foreign tech, particularly as AI becomes a key driver of innovation and economic growth.

With DeepSeek out of the picture in Australia, this ban raises an important issue: How will Australia compete in the evolving AI landscape? And could Google’s dominance in search remain unchallenged locally?

Google’s Stronghold in Australia and Legal Battles

Despite global competition, Google remains the undisputed leader in search, continuously enhancing its AI-driven capabilities with Bard and the Search Generative Experience. While DeepSeek’s rise may threaten Google in China and other emerging markets, Australia’s ban effectively secures Google’s stronghold—at least for now.

However, Google is facing mounting legal pressure in Australia over its advertising dominance. Two class-action lawsuits allege that Google’s control over ad tech has harmed local publishers, reducing their revenue while taking significant cuts from digital advertising transactions. The lawsuits, brought by law firms Piper Alderman and Maurice Blackburn, highlight how Google’s business model impacts regional publishers struggling to sustain themselves in the digital economy.

One case involves the Riverine Grazier, a 151-year-old regional publication, which reported earning as little as $20 a month from Google ads due to its small audience reach. Such cases reflect broader frustrations within Australia’s media industry over Google’s dominance in digital advertising—a dominance that, despite emerging AI competition globally, remains largely unchecked domestically.

The Future of AI Search in Australia

With DeepSeek banned, Australia’s AI future now hinges on alternative search and AI solutions. The government’s push for local AI development presents an opportunity for Australian tech firms to step up, reducing reliance on foreign AI models and fostering homegrown innovation.

Google may remain dominant in search, but the global AI arms race is far from over. While DeepSeek’s growth poses challenges for Google elsewhere, its absence in Australia leaves a crucial gap—one that could either solidify Google’s position or open the door for new AI-driven search competitors to emerge.

For now, Australia’s AI and search landscape remains at a crossroads, with regulatory decisions playing a key role in shaping the future of digital intelligence and online information access.