Personal Intelligence used to be for AI Pro & AI Ultra subscribers only, but now Google made it free to anyone with a Google account in AI Mode in Search, the Gemini app, and Gemini in Chrome.

The idea is, you connect your Gmail & Google Photos to Personal Intelligence and then it can answer your questions better because you don't have to provide as much context. Here's why it matters for SEO:

• *More personalization* - making it even harder to "track" or guesstimate what brands/citations might be visible in AI Mode responses
• *Different input* - someone using PI doesn't have to include as much detail in the initial prompt/query
• *Probably less click-through* - the blog specifically says "skip the generic top 10 lists... get recommendations based on your unique interests and past favorites"

Not that we were getting any clear data from Google about AI Mode or AIO queries/citations/clicks anyway.