Google has announced an update to its Gemini AI assistant, enhancing personalisation to better anticipate user needs and deliver responses that feel more like those of a personal assistant.

The feature, initially available on desktop before rolling out to mobile, allows Gemini to offer tailored recommendations, such as travel ideas, based on search history and, in the future, data from apps like Photos and YouTube.

Users can opt in to the new personalisation features, sharing details like dietary preferences or past conversations to refine responses further.

Google assures that users must explicitly grant permission for Gemini to access search history and other services, and they can disconnect at any time.

However, this level of contextual awareness could give Google an advantage over competitors like ChatGPT by leveraging its vast ecosystem of user data.

The update signals a shift in how users interact with AI, bringing it closer to traditional search while raising questions for publishers and SEO professionals.

As Gemini increasingly provides direct, personalised answers, it may reduce the need for users to visit external websites. While currently experimental, the potential for Google to push broader adoption of AI-driven personalisation could reshape digital content discovery and search behaviour in the future.