Google introduces AI Mode in Search to deliver Personal Intelligence

Google has started rolling out Personal Intelligence within AI Mode in Search, representing a major step toward highly personalized search experiences. This feature enables AI Mode to draw contextual signals from a user’s Gmail and Google Photos, tailoring responses to reflect individual preferences, plans, and past activity.

Currently, Personal Intelligence is available as an opt-in Labs experiment for Google AI Pro and AI Ultra subscribers. The rollout is limited to personal Google accounts in the United States and supports English-language queries. Workspace business, enterprise, and education accounts are excluded from this initial launch.

At the heart of the feature is Gemini 3, Google’s latest AI model, which processes search queries alongside connected account data. Once enabled, AI Mode can reference information such as email confirmations, travel bookings, and stored photo memories to deliver more relevant, situationally aware results. For instance, travel-related searches can reflect upcoming hotel reservations, while shopping queries can consider brand preferences, destinations, or seasonal factors inferred from flight details.

Google positions Personal Intelligence as a way to minimize repeated context explanations. By linking data across Google apps, AI Mode aims to surface answers aligned with real-life circumstances rather than generic search intent.

User control and privacy remain central to the rollout. Connecting Gmail and Google Photos is optional, and access can be revoked at any time. Google notes that AI Mode does not train directly on Gmail inboxes or Photos libraries; improvements to the model are limited to prompts and responses generated within AI Mode.

Google also acknowledges the possibility of errors, such as incorrect associations or misinterpreted context. Users can correct responses via follow-up prompts or provide feedback directly within AI Mode.

The launch of Personal Intelligence could have significant implications for advertising, marketing, and branding strategies. As search results become increasingly personalized and context-driven, brand visibility may rely less on broad keyword rankings and more on relevance to individual user journeys. This shift may accelerate the adoption of intent-led, first-party data strategies, while raising questions about attribution, discovery, and how brands appear in AI-generated answers that could satisfy queries without a traditional click-through.