Google’s AI model Gemini is getting even more personal. The company announced this week that enabling a new personalization tool will allow the AI chatbot to reference your search history to enhance and deepen its responses.
In a blog post, the company said it will analyze queries and cross-reference your searches to provide “contextually relevant responses that are adapted to your individual interests.”
Google said it’s part of a broader strategy for Gemini to not only answer general questions but to better understand you. It added that it will only reference your search results when it determines they can meaningfully improve the output.
“We’ll only use your Search history when our advanced reasoning models determine that it’s actually helpful,” the company said in the blog post. “Early testers have found Gemini with personalization helpful for brainstorming and getting personalized recommendations. We’ll continue to gather user feedback on the most useful applications of this capability.”
Some examples Google provided include: “Where should I go on vacation this summer?” or, “I want to start a YouTube channel but need content ideas,” potentially tying the response to what it already knows about your interests.
Growing trend
The effort aligns with a growing trend among tech companies, in particular ChatGPT-maker OpenAI, aiming to make AI more intuitive, context aware and have a deeper understanding of its users’ needs and preferences.
The tool – powered by its experimental Gemini 2.0 Flash Thinking model – will provide a outline of its reasoning and display which data it pulled from previous searches. Google also said it will explicitly ask for permission before connecting to your Search history or any other apps.
It will initially launch as an experimental feature for Gemini and Gemini Advanced subscribers (web only for now) in over 45 languages and will expand to mobile over time.
The company also announced it is rolling out its Deep Research tool to all Gemini users for free. The tool, announced in December, is similar to OpenAI’s feature of the same name. It aims to save you hours of time by acting as a personal AI research assistant, searching and synthesizing information from across the web in minutes.
User trust is vital
Google said it is pairing its newly upgraded Deep Research with the Gemini 2.0 Flash Thinking model, which provides real-time reasoning while browsing the web, as part of an effort to enhance the quality of its reports.
Jitesh Ubrani, an analyst at market research firm IDC, told CNET that the move toward personalization is one that will increase usage and excitement for the technology. But he also warned that the benefits shouldn’t come at the expense of user trust.
“Privacy concerns will certainly arise, so it’s important that Google and other companies offer consumers the right tools to alleviate concerns,” he said. “Most importantly, this should be something that users choose to opt in rather than opt out.”
