Google has started rolling out new privacy and personalisation settings that change how user activity is stored and used across its services. The update gives users more control over what information Google saves and how it is used to personalise experiences in apps such as Search, Maps, Shopping, and News.
The new controls are already being gradually distributed via in-app notifications and email alerts, with a wider rollout expected over the coming weeks.
What Is Changing in Google’s Privacy Settings?
Google is replacing the previous “Web & App Activity” and “Search Personalization” settings with two separate controls:
- Search Services History
- Personalized Recommendations
The goal is to give users clearer options for managing activity tracking and recommendation systems independently.
This means users can decide whether Google should save their activity history while separately controlling how much personalization they receive in products such as:
- Google Search
- Google Maps
- Google Shopping
- Google Flights
- Google Hotels
- Google Translate
- Google News
The update reflects Google’s growing focus on user privacy and transparency, especially as artificial intelligence becomes more integrated into everyday search experiences.
What Is Search Services History?
The new Search Services History feature combines several types of user activity into one centralized setting.
According to Google, this history may include:
- Search queries made through Google services
- Information from websites visited through Google Search
- Interactions across supported Google apps
- Responses generated through AI-powered tools
This creates a broader activity timeline than previous search history settings.
Google says the information may help improve:
- Search accuracy
- Personalized experiences
- AI-generated responses
- Security and fraud prevention systems
Users will still have the ability to manage or remove activity manually.
Google Adds “Saved Media” for Voice and Visual Searches
One of the biggest additions is a new feature called Saved Media.
If enabled, Google can store media files associated with searches and interactions, including:
- Images uploaded through Google Lens
- Voice search recordings
- Videos
- Audio files
- Files used in Search Live experiences
This feature is designed to improve personalization and AI performance over time.
However, Google says users will maintain control over this data.
You can:
- Delete individual files from history
- Disable Saved Media independently
- Keep search history enabled without storing media
This separation gives users more flexibility over what information is collected.
Will Google Automatically Change Your Settings?
No. Google says existing preferences will remain unchanged.
That means:
- Users who already enabled activity history and personalization will continue with those settings active.
- Users who previously turned off tracking or personalization will keep those preferences disabled.
The company is aiming to avoid unexpected changes while gradually introducing the updated controls.
When Will the New Google Privacy Features Be Available?
The rollout has already begun and is expected to continue over the next several weeks.
Google is notifying users through:
- Emails sent to Google accounts
- Notifications inside Google apps
Availability may vary by region and account type during the phased release.
Google’s latest update arrives at a time when users are paying closer attention to how personal data is collected and used, especially with AI becoming a larger part of online search.
By separating history tracking from recommendation systems, Google appears to be giving users more detailed control over privacy without forcing an all-or-nothing approach.
For users concerned about personalization, the new settings could make it easier to limit data collection while still keeping core Google services functional.
If Google’s AI-powered search experience is not for you, there are also several alternative search apps and privacy-focused tools worth exploring.
