I largely don't use Windows anymore, but there is an option buried under Advanced System Settings/Properties under the hardware tab called Device Installation Settings. There you can turn this off (marked 'not recommended').

I know about this because I have a Windows 10 VM that was automatically installing an old broken Radeon driver through it that would just leave me with a black screen on boot. I also learned that if Microsoft got the scent of the driver and started downloading it turning this option off didn't stop that particular driver from continuing to download and hosing the install. Since I lacked a snapshot before this I had to reinstall the the entire OS in the VM with the GPU not passed through and then turn the option off first.