Google is introducing a fresh set of privacy controls for its Search services and Google Play, allowing users to better manage their saved activity and personalized recommendations. The company announced the changes through an email titled "New privacy settings for Search services," stating that the update is designed to offer users greater transparency and control over how their information is stored and used.
According to Google, Search services include Search, Maps, Shopping, Hotels, Flights, Translate and News. The updated settings will begin appearing in users' Google Accounts over the next few days.
Previously, history tracking and personalization for these services were managed through the Web & App Activity setting. With the latest update, Google is separating these functions into two independent controls—Search Services History and Personalized Recommendations.
"Previously, saving history and personalization were managed by Web & App Activity," Google said in the email. "Going forward, you can better tailor your Search services experience using your new Search Services History and Personalized Recommendations settings."
"These settings let you revisit your past searches and decide if you want your experience to be personalized," Google added.
Under the new system, Search Services History will determine whether activity from Google's Search-related services is saved to a user's account. This includes searches, Maps activity, Shopping searches, Flights and Hotels activity, Translate usage, News activity and other interactions.
Google says this change is intended to make it easier for users to revisit previous searches while continuing to access newer interactive Search features.
The company also noted that media generated during Search interactions will now be included in Search Services History.
"As people increasingly search in new ways, like searching a photo with Lens, Search Services History now includes media from your interactions, which you can stop saving at any time," Google noted in the email.
According to Google, saved media may include images, files, audio and videos generated during interactions with Search services.
"Saved media includes your images, files, audio and video from your interactions with Search services to help improve your experience," Google said.
This functionality covers experiences such as Google Lens visual searches and voice-based Search interactions.
"For example, this lets you revisit your past visual searches with Lens or continue a Search Live conversation about a song you heard," Google noted in the email. "To support these types of interactive product experiences, Google will now save your media to your Search Services History, applying robust privacy and security protections."
Google also confirmed that this saved media may contribute to improving its products and technologies, including artificial intelligence systems.
"Like your Search Services History, your saved media is also used to develop and improve Google services and technologies, including AI models and safety measures," Google said.
Users will have the option to disable the Save Media sub-setting whenever they choose. They can also remove individual media files from their history.
Google explained that if Web & App Activity is already enabled, the new Search Services History setting, along with the Save Media option, will automatically be enabled once the transition is complete.
The company further confirmed that users can later disable media saving and "delete individual pieces of media from your history."
Alongside history controls, Google is also introducing a separate Personalized Recommendations setting for Search services. This control determines whether the company uses saved activity to customize recommendations and content shown across Search services.
The separation of history storage and personalization gives users greater flexibility. Those who want the convenience of saved search history can continue storing their activity without necessarily allowing Google to personalize recommendations using that data.
Following the rollout, Web & App Activity will function independently from the new Search settings, meaning changes made to one will not automatically affect the others
Google is extending a similar approach to Google Play by launching dedicated Play History and Personalization in Play settings.
"For Google Play, you'll have new Play History and Personalization in Play settings, even if you’ve never used this service," Google said.
The company said these new settings will reflect users' existing preferences wherever applicable.
"Your prior choice from Web & App Activity for how long your history is saved will also apply to Search Services History and Play History," Google said.
As a result, previously configured auto-delete periods will carry over to the new settings. Users will continue to have the ability to review, delete or modify their saved activity whenever they choose.
Overall, the update provides more granular privacy controls by separating Search history, Search personalization, Play history and Play personalization into distinct settings rather than relying on a single Web & App Activity switch.
Google said the new privacy controls will gradually become available to users through their Google Accounts over the coming days.