Google has announced a significant update to its privacy controls, introducing dedicated settings for Search Services History and Personalized Recommendations across its ecosystem. The change separates activity tracking from personalization, allowing users to independently decide whether their searches are stored and whether that information can be used to tailor recommendations across services such as Search, Maps, Shopping, Flights, Hotels, Translate, and News.
Under the new framework, Search Services History will manage the storage of user activity associated with Google’s search-related products. A notable addition is the ability to save media generated through interactions with modern search tools, including images, audio, video, and files used in experiences like Google Lens visual searches and voice-based Search Live conversations. Google says these saved interactions help users revisit previous searches and continue ongoing experiences across devices.
The company also confirmed that if users currently have Web & App Activity enabled, the new Search Services History setting—and its associated Save Media option—will automatically be activated during the transition. While Google states that saved media is protected by privacy and security safeguards, the data may also be used to improve Google products, safety systems, and AI technologies. Users retain the ability to disable media storage, delete individual items, or adjust automatic deletion schedules at any time.
In addition to Search controls, Google is introducing separate Play History and Personalization in Play settings for Google Play. The overall update reflects a shift toward more granular privacy management, enabling users to maintain activity history for convenience while independently controlling whether that information influences recommendations and personalization. The rollout is expected to reach Google accounts globally over the coming days.
