Google has taken a significant step forward in the AI assistant race by unveiling Gemini with Personalization, an experimental feature that allows the AI to access users' Search history to deliver more contextual and personalized responses.
The new feature, announced Thursday, enables Gemini to understand users not just through conversational interactions but also through their digital footprint. In the coming months, Google plans to expand this functionality to include Google Photos and YouTube integration.
How It Works
The personalization feature is powered by an experimental Gemini 2.0 Flash Thinking model. Users must deliberately opt in by selecting the "Personalization (experimental)" model from the drop-down menu in Gemini Apps.
Once activated, Gemini analyzes the user's Search history before generating responses, incorporating relevant context when Google's advanced models determine it would enhance the answer. Google emphasizes that this is an experimental feature and will be refined based on user feedback.
Privacy Safeguards
Acknowledging the privacy concerns that inevitably arise with such access, Google has implemented several control measures:
- Users can disconnect Gemini from their Search history at any time
- A clear banner displays when personalization is active, with an easy link to unlink Search history
- Users maintain normal editing capabilities for their Search history
- Permission is required before Gemini connects to any apps or data sources
- Responses include a full outline of data sources used, specifying whether information came from past chats or Search history
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Availability
The feature is rolling out today to Gemini and Gemini Advanced subscribers on the web, with mobile access coming gradually. It is not available to users under 18, Google Workspace users, or Education account holders.
Market Significance
This update positions Gemini as a more comprehensive personal assistant that integrates seamlessly with users' digital lives. The move appears to outpace Apple, which had similar ambitions with its Apple Intelligence initiative.
While Apple Intelligence was intended to be a "personal intelligence" system grounded in users' personal information and context from various apps, its current implementation offers more limited features like Genmoji, Image Playground, notification summaries, and writing tools. Apple recently confirmed that anticipated Siri upgrades would take longer than expected to reach users.
Alongside the Personalization feature, Google also announced expanded access to Deep Research and Gems for Gemini users.
