Google brings Personal Intelligence to AI Mode in Search: How it works and why it matters

Google has announced that Personal Intelligence is coming to AI Mode in Google Search. The feature allows Search to deliver more tailored responses by securely using a user’s personal context from Gmail and Google Photos. The rollout begins as an opt-in Labs feature for Google AI Pro and AI Ultra subscribers in English in the US. Google is rolling this out to make Search more relevant to individual users. Let’s understand this in depth.

What is Personal Intelligence

Personal Intelligence is Google’s way of making Search feel more personalised by combining global web knowledge with insights drawn from a user’s own Google apps. Instead of treating every query in isolation, AI Mode can factor in preferences, past activity, and upcoming plans if the user chooses to connect their data.

In practice, this means Search can move beyond standard recommendations. It can offer suggestions that better match a user’s habits, tastes, and real-world context, without requiring repeated explanations each time a query is made.

How it works

Users who opt in can connect Gmail and Google Photos to AI Mode in Search. Once enabled, AI Mode can reference relevant information such as travel bookings, purchase history, or visual memories to shape its responses.

For example:

• Planning a trip can trigger itinerary suggestions based on hotel bookings in Gmail and past travel photos.
• Shopping queries can account for brands a user frequently buys, as well as upcoming destinations and weather conditions pulled from travel confirmations.

Google says the feature runs on its Gemini 3 model. Importantly, the company states that AI Mode does not train directly on the contents of Gmail or Google Photos. Training is limited to prompts and responses within AI Mode, aimed at improving the system over time.

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Why it matters

Search has largely been the same experience for everyone, regardless of individual needs. Personal Intelligence signals a shift towards a more assistant-like Search experience, where results are shaped around the user, not just the query.

For users, this can save time and reduce friction, especially for travel planning, shopping, and everyday decisions. Instead of starting from scratch, Search can offer a more relevant starting point from the first response.

That said, Google acknowledges limitations. The system may occasionally misinterpret context or connect unrelated information. Users can correct responses through follow-up prompts or provide feedback directly within AI Mode.

From a broader perspective, this move also reflects the wider trend of large tech companies blending personal data with generative AI to differentiate their services. Google has a particular vantage point in this regard. Search is no longer just about finding links, but about delivering answers that feel more contextual and situational.

Is it worth waiting for

For users already paying for Google AI Pro or AI Ultra, Personal Intelligence could be a meaningful upgrade, particularly if they rely heavily on Gmail, Google Photos, and Search in daily life. The opt-in nature and clear controls make it easier to try without committing long-term.

However, it remains an experimental Labs feature, limited to personal Google accounts and excluded from Workspace, enterprise, and education users. Its real value will depend on accuracy, trust, and how well Google balances personalisation with privacy as the rollout expands.

Eligible subscribers in the US should see an invitation in AI Mode over the coming days. The feature can also be enabled manually through Search settings > Search personalisation > Connected Content Apps.

Keep reading Digit.in to learn when it will be available in India.

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