Google’s agreement to erase the private browsing history of millions who used Incognito Mode, a consequence of a 2024 lawsuit settlement, has reignited debates about the privacy of Google searches. This comes in the wake of Google’s announcement in March 2025 that its AI chatbot, Gemini, would utilize users’ search history across Google apps to deliver more personalized responses, raising fresh concerns about data retention. These developments highlight the ongoing question: Can any Google search truly be private?
How Google Tracks Search Activity
Google’s standard data collection practices are integral to its core business model, which relies heavily on ad targeting. Every search query is tied to the user’s IP address, device information, and location data. This data is stored indefinitely in user accounts unless manually deleted, fueling the delivery of personalized ads across Google’s ecosystem.
Third-party tracking also plays a significant role in Google’s data collection. Cookies and pixels embedded in search results track user activity, persisting even when users are not logged into their accounts. This means that your search history can still be tracked and used for ad targeting, irrespective of whether you’re signed in or not.
The Limitations of Incognito Mode
Incognito Mode, a feature of Google’s Chrome browser, is often misunderstood. While it prevents the storage of local history and cookies on the user’s device, it does not stop Google’s server-side logging of searches. This was highlighted in a 2020 class-action lawsuit against Google, which revealed that Incognito Mode still enabled tracking by Google and third-party sites like Amazon.
The lawsuit led to a settlement in 2024, requiring Google to destroy the private browsing history of millions of U.S. users from 2016 to 2024. However, it’s important to note that this settlement does not alter Google’s ongoing data practices.
AI Personalization and Search Data
As of March 13, 2025, Google’s AI chatbot, Gemini, integrates users’ search history to provide “tailored help from your Google apps”. This means that past queries could influence AI outputs without explicit opt-in prompts, raising questions about user control over their data.
While Google does offer options to pause personalization, the core search data remains accessible for AI training unless fully deleted. This means that even if you opt out of personalization, your past search data can still influence the responses you receive from Gemini.
Legal Challenges to Google Privacy
The 2024 Incognito Mode lawsuit settlement had significant implications for Google. The company was required to pay $5 billion and make clearer disclosures about its data collection practices. This case has also sparked broader regulatory scrutiny, with the Federal Trade Commission investigating Google’s ad tech practices in 2023 and questioning whether there’s “really such a thing as a private Google search”.
Google has also faced enforcement actions under the EU’s General Data Protection Regulation (GDPR) for its handling of search data, with fines totaling over €4 billion since 2017. These legal challenges underscore the ongoing concerns about Google’s privacy practices.
User Options for Enhancing Search Privacy
Users do have some options to enhance their search privacy. Google account settings allow for auto-deletion of search history after 3, 18, or 36 months, limiting long-term data retention. Alternatives such as VPNs, private browsing extensions beyond Incognito, and privacy-focused search engines like DuckDuckGo can also provide additional layers of privacy.
Users can opt out of personalized ads via Google’s settings, but this does not stop the aggregate use of data for AI features like Gemini. This means that while you can limit the personalization of ads, your data can still be used to train Google’s AI systems.
The Future of Search Privacy Concerns
The 2025 updates to Gemini signal a deeper integration of search data into AI, potentially amplifying privacy risks as adoption grows. Emerging trends, including potential U.S. federal privacy laws influenced by the Incognito settlement, and Google’s responses in late 2025 reporting, indicate that the debate around search privacy is far from over.
Expert views suggest that true private searches may require avoiding Google entirely. As the integration of search data into AI systems becomes more prevalent, the question of search privacy will continue to be a significant concern for users and regulators alike.
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