Researchers say Google AI Mode changes recommendations based on your emails and it risks creating a giant confirmation-bias machine

Date:
Wed, 27 May 2026 13:30:10 +0000

Description:
Researchers claim Google AI Mode may prioritize brands found in your Gmail inbox, raising fears that AI-powered search could a confirmation-bias machine.

FULL STORY ======================================================================Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Researchers found brands linked to Gmail activity appeared far more often in Google AI Mode results The
effect was strongest for shopping searches like clothing, coffee machines and running shoes AI-powered search could reinforce existing habits instead of helping users discover new things We all know that AI is often so eager to help that it can feel like it's simply reflecting whatever you think back at you in a way that feels sycophantic and artificial. Weve written quite a few articles about how to stop chatbots like Claude, ChatGPT and Gemini from
doing this, usually using some variation of the be brutally honest or invert prompt .

Now it turns out that AIs tendency to keep you inside an echo chamber may extend beyond chatting with a bot. Researchers claim that if youve got Google s Personal Intelligence switched on, AI Mode could start feeding more brands from your Gmail activity back into your search results. Gmail has the biggest influence on AI Mode Researchers at iPullRank tested nearly 2,000 Google AI Mode responses and found that brands connected to a users Personal Intelligence data appeared dramatically more often in results. In accounts linked to services like Gmail, certain brands showed up in AI answers almost three times as frequently and were far more likely to appear in the top recommendations. Latest Videos From You may like Why Googles new AI search wants to do your thinking for you 'This new search box does not mean that you'll only get AI responses': Google's Search makeover incorporates yet more AI, but Google promises to leave room for classic results "Google Search is now AI Search" equals the worst thing to happen to the internet since social media, except this time we can all see it coming

Gmail appeared to have the biggest influence. Brands connected through email activity were cited far more often than brands linked through other Google services like Photos. The effect was especially noticeable for everyday shopping categories such as hoodies, coffee machines and running shoes, suggesting Googles AI recommendations may become easier to shape based on a users personal data and habits.

As we reported recently, Google Search is increasingly turning into AI search , whether you like it or not, but if the new research from iPullRank is accurate then Googles new AI-powered search risks becoming a giant confirmation-bias machine, feeding users more of the brands and products they already know instead of helping them discover new ones. Turning Personal Intelligence off Personally, I can see the benefits of Google wanting to become an answer engine rather than just a search engine. A lot of the time when Im using search, Im simply looking for a fast answer to a question, so this change can genuinely save me time. But the danger of personalization replacing exploration is that we lose some of the magic of Google Search leading us toward unexpected websites , products or ideas that turn out to be genuinely useful.

Before we raid Google towers carrying pitchforks and torches, its worth remembering that Personal Intelligence is an opt-in feature designed to make AI feel more useful and personalized to you. If youre worried about it reducing the chance of serendipity in your search results, you can turn it off. Get daily insight, inspiration and deals in your inbox Sign up for breaking news, reviews, opinion, top tech deals, and more. Contact me with news and offers from other Future brands Receive email from us on behalf of our trusted partners or sponsors By submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over.

Personal Intelligence is off by default, but if youve enabled it and now want to disable it, open Geminis Settings (the gear icon at the bottom left), select Personal Intelligence , then click Connected Apps and toggle the services you want Gemini to access, such as Gmail.

Its also important to note that this testing was carried out by external researchers, rather than Google publicly confirming exactly how AI Mode rankings and recommendations are generated.

Still, the findings raise an interesting question about the future of AI-powered search. If search engines become increasingly personalized around our habits, purchases, conversations and preferences, are they actually helping us explore the web, or just building increasingly convincing digital mirrors that reflect our existing tastes right back at us? Follow TechRadar
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Link to news story: https://www.techradar.com/computing/search-engines/researchers-say-google-ai-m ode-changes-recommendations-based-on-your-emails-and-it-risks-creating-a-giant -confirmation-bias-machine


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