The European Commission has launched fresh antitrust investigations into Apple, Google, Meta, Amazon and Microsoft, focusing on how the companies handle generative AI services and app store rules. Officials say the probes will examine whether the firms are using their market power in ways that could restrict competition.

The new scrutiny adds to a broader regulatory push in Europe aimed at curbing the influence of dominant technology platforms. AI products have become a major battleground, as regulators weigh whether access to data, distribution channels and app ecosystems gives the largest firms an unfair edge over rivals.

For the companies involved, the investigation could bring more pressure on their business practices in the European market, where competition law has become one of the toughest in the world. The commission has not announced any penalties, but the probes signal a deeper review of how Big Tech is shaping the fast-growing AI sector.

The cases come as policymakers across Europe try to balance innovation with consumer protection and market fairness. If the commission finds violations, the firms could face orders to change their practices and potential fines under EU antitrust rules.