The news: Google expanded its Personal Intelligence service to free users in the US across AI Mode, the Gemini app, and Gemini in Chrome.

Personal Intelligence—which rolled out to paid users in January—can connect with the full Google ecosystem, including Gmail, Google Photos, Calendar, and Drive, to pull out information and data that informs more customized, in-depth responses from Gemini.

Examples include Gemini planning a flight layover based on food preferences, exact arrival and departure times, and airport layout; or recommending a new handbag based on previous clothing purchases and preferred brands.

The feature is opt-in and exclusively available for personal accounts. It trains only on specific prompts in Gemini or AI Mode and the model’s responses, per Google, and doesn’t train on Gmail inbox or Google Photos data.

The expansion will boost Gemini’s genAI market share as more users gain access.

The bigger picture: AI platforms are pushing to become low-friction, seamless assistants that can remember context across services and inform responses based on user preferences and browsing history. That personalization play can translate to marketers.

Right now, marketers are falling short on this front—51% of global marketing professionals say their campaigns can come across as generic at times, and 78% need more personalized content than they can make, per Salesforce.

As AI gets more personal, user expectations may grow across the board. For marketers, this could mean:

• A higher bar for relevance. Generic targeting won’t cut it if major AI services can surface hyper-personalized results and responses.
• Less control over discovery. Google’s AI becomes a gatekeeper that could reinforce brand bias based on prior behavior.
• Stronger emphasis on first-party signals. Brands need to promote consistent signals around brand affinity and repeat purchases that AI can latch onto.

Recommendations for marketers: Google’s expansion presents an opportunity to improve brand appearances within Gemini.

• Gmail: Include context on prior purchases or user behaviors in emails to repeat customers to help that outreach become an AI entry point.
• Calendar: Send calendar invites for upcoming events such as sales, product demos, or pop-up shops that Gemini can surface.
• AI results: Create new blog posts targeted to customer personas, and refresh site pages that haven’t been updated in the past six months.

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