Google is gathering more and more personal information on its users. Eric Schmidt, the Chief Executive of Google, hopes that one day Google will have enough information on users to be able to provide answers to personalised questions, such as “What job should I take?”
Personalisation would indeed make a search much easier for a user. If the search engine knows what you're trying to find, then it will give the most relevant information first. Personalisation would also be easier for advertisers. If they know what you are going to buy, and what you won't, they'll be able to find it easier to advertise. Google will also stand to profit if companies are more successful with their advertising. So why are people afraid?
There are many people who are very alarmed by the possibility that a user's personal details may be used for purposes other than what Google has announced. It is often mentioned how Google bowed to privacy activists and now only stores information about searches made by its users for two years.
Despite this, Google has made it plain that the personalisation is an optional service and if you don't like it, you may discontinue it at any time.
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