Super personal assistant and inescapable monitor
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| Google's Gemini model logo |
Google's strongest card in the AI race isn't just its sophisticated language model or massive computing infrastructure, but the wealth of data the company has amassed about its users over the years—from search history, messages, and photos to locations and personal interests.
This was explained by Robbie Stein, Google's vice president of product for search, during his appearance on the Limitless podcast. He emphasized that the company's true advantage lies in its ability to understand users more accurately, enabling it to provide personalized and intelligent answers that surpass its competitors.
Intelligence that knows more than you want
Stein asserts that the nature of user questions has recently shifted, moving beyond simple requests for information to increasingly focus on personalized advice and recommendations—an area where Google's data-driven models excel.
At the recent Google I/O conference, the company demonstrated how services like Gmail can provide it with a deeper understanding of its users, encompassing their messages, files, schedules, and even daily usage patterns.
Over time, Gemini has become integrated into Gmail, Drive, and Calendar, drawing data from various parts of the Google ecosystem. Meanwhile, Gemini Deep Research has begun leveraging a broader range of personal information to deliver accurate and tailored insights and analyses to each individual.
But the fundamental question remains: Where does the role of the smart assistant end, and where does privacy intrusion begin?
From privacy to mystery
As Google's services expand and its reliance on data increases, it has become increasingly difficult for users to avoid sharing their information with the system. The company no longer hides this fact; it now explicitly states that app data shared with Gemini is subject to its privacy policy, which may allow human reviewers to access some of that data, with clear advice to users not to enter any sensitive information.
Google's vision is based on a simple principle: the more AI knows you, the more accurate and tailored its recommendations will be. If it understands your preferences in brands or the types of products you prefer, it will suggest options specifically designed for you, rather than just offering general suggestions.
The company's ultimate goal is to build a digital assistant that knows its user deeply, can meet their needs, and perhaps even anticipate them before they are even asked.
A dramatic scenario coming true?
This article likens this future to the popular Apple TV series Pluribus, where the protagonist, Carol, finds herself surrounded by an intelligent system that knows every detail of her life without her asking. It cooks her favorite meal, speaks in a familiar voice, and anticipates her needs—yet it doesn't offer her a sense of security, but rather intrusion and intrusion.
According to the author, this scenario is no longer far-fetched, given the expanding capabilities of Google's "collective intelligence" and its increasingly comprehensive understanding of user behavior and virtually everything about them.
Google promises a solution: transparency in personalization
Despite the ongoing controversy, Google insists it will clearly state when targeted responses are based on personal data, in an effort to reduce the sense of ambiguity.
The company is also hinting at potential future features, such as notifying users when a previously searched product becomes available or goes on sale—a feature that might seem useful in practice, but which simultaneously reinforces the perception that Google is meticulously tracking your every digital move.
Stein believes the future of search isn't about a single feature, but rather about Google's ability to penetrate every aspect of your digital life, intervening when it needs to—and perhaps even when you haven't asked for it.
