Google privacy controls are changing as the company rolls out separate settings for Search services and Google Play. The update gives users more control over how Google stores activity and personalizes recommendations. It also introduces a new media-saving option that may automatically activate for some accounts. Users should review the new settings once they appear to ensure they match their privacy preferences.
Google Separates History From Personalization
Google has started notifying users about the upcoming changes through an email titled New privacy settings for Search services. The company says the rollout will reach Google Accounts over the next few days.
Previously, Web & App Activity managed both saved history and personalized recommendations for many Google products. That single setting covered activity across services such as Search, Maps, Shopping, Flights, Hotels, Translate, and News.
The new system separates those functions into individual controls. Users can now decide whether Google saves their activity and whether that information is used to personalize recommendations.
Google says this approach provides greater flexibility because history and personalization no longer depend on the same setting.
Search Services History Introduces Media Storage
One of the biggest changes involves Search Services History.
This setting controls whether Google stores activity from supported Search services in a user’s account. The history may include search queries, Maps activity, Shopping searches, Flights, Hotels, Translate, News, and other interactions.
Google has also expanded the feature to include media generated during certain searches. This may include images, files, audio, and video collected while using services such as Google Lens or voice-based search features.
According to Google, storing this media allows users to revisit previous visual searches and continue interactive Search experiences. The company says the feature is protected by privacy and security safeguards.
Saved Media May Help Train AI Systems
Google also confirmed that saved media serves another purpose.
The company says it uses Search Services History and stored media to improve Google services, safety systems, and AI technologies.
Users can disable the Save Media option at any time. They can also remove individual files without deleting their entire Search Services History.
There is one important detail to remember. If Web & App Activity is already enabled, Google will automatically activate Search Services History after the transition. The Save Media option will also turn on by default.
Users who prefer not to store media should review these settings after the update reaches their account.
Personalized Recommendations Become Independent
Google is also introducing a separate setting called Personalized Recommendations.
This control determines whether saved Search activity influences the content and recommendations users receive across Search services.
The separation gives users additional flexibility. Some people may want Google to remember previous searches while preventing those searches from shaping future recommendations.
Google says changing one setting will no longer automatically affect the others.
Google Play Receives Similar Controls
Google Play is receiving the same treatment.
The company is adding separate Play History and Personalization in Play settings. These controls will appear even for users who have never used Google Play.
Existing history retention choices will carry over automatically. If users previously configured automatic deletion after a certain period, Google says those settings will remain in effect.
Users can still review, delete, or change their stored activity whenever they choose.
More Control Comes With More Responsibility
The update gives users more granular privacy controls than the previous Web & App Activity model.
Instead of relying on one broad setting, people can independently manage Search history, Search personalization, Play history, and Play personalization. That flexibility allows users to balance convenience with privacy according to their own preferences.
The automatic activation of Search Services History and Save Media for some accounts, however, means users should review the new controls rather than relying on previous settings alone.
Conclusion
Google privacy controls are becoming more detailed by separating history from personalization across Search services and Google Play. The changes give users greater flexibility over how activity is stored and used. At the same time, the new media-saving feature deserves careful attention because it may activate automatically for accounts that already use Web & App Activity. Reviewing the new settings will help users ensure their privacy preferences match Google’s updated controls.
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