Google is introducing updated privacy controls that give users more visibility into how search-related data is stored and used across its services, including for AI-driven personalization. The change is designed to help people manage what stays in their account and what can be used to shape results.
New settings for search activity
The company is separating certain search records from its existing Web & App Activity controls with two new options: Search Services History and Personalized Recommendations. These settings apply to activity across Search, Maps, Shopping, Flights, Hotels, Translate, and News.
When Search Services History is enabled, Google may store interactions such as Lens image searches, voice queries, audio used in Translate, and other uploaded files. Personalized Recommendations can then use that history, along with profile details and broader app activity, to tailor search results and AI responses more closely to the user's interests and location.
More control for users
For accounts that already limit data collection in Web & App Activity, those preferences will carry over as the new tools roll out over the coming months. Users will also be able to adjust Search Services History directly and switch Personalized Recommendations on or off from their Google Account privacy settings.
Google also allows a finer choice for media storage. In My Google Activity, users can open Search Services History and decide whether to keep the Save Media option active. If someone wants to remove older records, the platform includes a separate history review and deletion option.
As digital services become more adaptive, these controls reflect a broader shift toward user-led data management and more transparent AI personalization. That balance could shape the next generation of search experiences.
