Google makes search more user-focused with new ‘Personal Intelligence’ feature

Luke Meredith

Google is adding a new feature to its search engine that could make results feel far more personal.

The company is introducing something called Personal Intelligence to AI Mode in Google Search, allowing the system to use information from a user’s Gmail and Google Photos accounts to tailor answers more closely to their life.

The update follows a recent test inside Google’s Gemini assistant, where users could link several Google apps so the AI could draw on their personal data. In this new version for Search, the feature focuses on Gmail and Photos. Google says the tool can recognise details such as recent purchases or past trips and use them to shape recommendations In one example, the system could scan holiday photos and use them to suggest ideas for a future trip.

Google stresses that the feature is optional and that personal data will not be used to train its AI models. The information is only used to answer the specific question a user asks. The company also says the feature is limited to personal Google accounts, meaning business and school accounts cannot use it. Only paying subscribers to Google’s AI Pro and AI Ultra plans will have access, and it will appear first through Google Labs in the United States over the coming days.

The new feature sees Google attempting to place AI in users’ real lives. It does also raise questions about how comfortable people feel letting an AI system look through their emails and photos. Google does say there are limits in place for these abilities. As the feature rolls out, Google will be watching closely to see whether users embrace this more personalised version of search.

At Engage Web, keeping on top of all developments in Generative AI SEO is how we keep our service fresh for our SEO clients. If you want to appear more frequently in searches online, speak to our team now.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.