Critchlow & Kronenberg: Google introduces Personal Intelligence - the end of an era

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Key Takeaways:

Google started testing Personal Intelligence in the US: With Personal Intelligence Google provides personalized results and responses - using personal data from various apps such as Gmail, Google Photos, YouTube and Google Search "When enabled, Gemini accesses your data to answer your specific requests and to do things for you. And because this data already lives at Google securely, you don't have to send sensitive data elsewhere to start personalizing your experience. This is a key differentiator."
Critchlow states that marks the end of an era where results/responses could be objectively measured and monitored from an "logged out" state - moving towards a hyper-personalized web, valid performace data becomes scarce
Kronenberg underlines that this way Google uses its strategic advantage of a comprehensive ecosystem with lots of user data - for solving the tracking issue he promotes monitoring "visibility" intent-based
Implications for SEO and GEO:
- Search is shifting to personalized agents
- Tracking and monitoring performance will become even harder (innovations such as tracking with personas on real devices will be needed, but will increase costs)
- Gemini being grounded in personal apps and its usage brings up new potential for optimization and research:
  - Get users connected to your brand via YouTube (and other social channels) and provide informative, engaging content to interact with, via Mail Newsletters, via direct Gemini-Jump ins from links,
  - Personalize your brand experience yourself not only on your website but on all channels
  - Optimize individual customer communication via Mail, e.g. order confirmations, limited offers, updates etc. - test adding personal information you gathered and will be interesting to Gemini and Google Search and connect it to your brand
  - Make sure to not spam users via Mailings - ignored mails might lead to your brand being excluded from the answers
- Similar to prompt injection there is also the risk of personal data injection
  - What if your mails indicate you like XYZ because a company added a white text to mails stating you do so?
  - What happens to spam mails indicating you bought XYZ or are interested in XYZ that you had nothing to do with?
  - Do you have to keep your mails clean yourself?
  - Users will be able to state personal information or correct it directly in the Gemini chat - telling Google you did not like XYZ: How much effort do you have to do cleaning up your personal data?
  - Likely there will be some sort of storage/settings area to investigate and adjust what Google learned about you - maybe even a chance for setting up tracking accounts

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