Google expanded its Personal Intelligence to AI Mode in Search, enabling users to personalize search results using their own data from connected Google apps.
The feature is rolling out as a Labs experiment for Google AI Pro and AI Ultra subscribers in the United States.
With the update, users can opt in to connect Gmail and Google Photos to AI Mode, allowing Search to reference personal context such as travel confirmations, past purchases, and saved memories when generating responses.
Google said the goal is to combine global web knowledge with information that is uniquely relevant to each user.
Google positioned the feature as especially useful for planning, shopping, and recommendations.
AI Mode can tailor suggestions for trips, activities, or products by factoring in prior behavior and upcoming plans without requiring users to restate preferences each time.
The company said the feature runs on its Gemini 3 model and does not train directly on users’ Gmail or Photos content.
Personal Intelligence is disabled by default, and users can turn connected apps on or off at any time through Search settings.
Why This Matters Today
Search engines are increasingly shifting from keyword matching to context-aware assistants.
By bringing Personal Intelligence into Search, Google is signaling that personalization, not just relevance, is becoming a core differentiator in AI-powered discovery.
The move also raises the stakes in competition with other AI search and assistant tools, where memory, personalization, and continuity are becoming central to user engagement.
Google’s approach relies on first-party data already stored in its ecosystem, rather than requiring users to manually re-enter preferences.
At the same time, the opt-in design reflects growing sensitivity around privacy and trust.
Google emphasized transparency, user control, and the ability to correct or disable personalization if responses feel inaccurate or intrusive.
Our Key Takeaways:
- Google added Personal Intelligence to AI Mode in Search for AI Pro and Ultra subscribers.
- Users can opt in to connect Gmail and Google Photos for more personalized search results.
- The feature highlights Google’s push toward context-aware, assistant-style search experiences.
You may also want to check out some of our other tech news updates.
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