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Google (GOOG.O) is launching a new personalized search option by leveraging user data from other applications of this tech giant to customize search results. This is the latest move to stay ahead in the competition with rivals such as OpenAI. This new feature is part of a service called "Personal Intelligence," which allows users to choose to use data from their Gmail and Google Photos accounts to optimize search results in AI-driven search mode. Google states that, for example, when searching for travel plans, the system may combine hotel booking information from emails and photos from past trips to provide suggestions that better fit individual needs.