Google has launched a suite of personalisation features for its Gemini AI assistant in the United Kingdom, including the ability to import conversation histories and saved preferences from competing platforms such as ChatGPT and Claude.
The update is part of a broader push to move Gemini away from generic, one-size-fits-all responses and towards an assistant that adapts to individual users over time.
"Our vision for Gemini is to build an assistant that truly understands you, one that evolves with your needs rather than providing one-size-fits-all responses," the company said.
The most notable addition is a switching tool, available through Gemini's settings page, that lets users import personal context, preferences and full chat histories from other AI applications.
Users can paste a suggested prompt into their existing AI assistant, copy the generated summary of their preferences and conversation patterns back into Gemini, or upload a ZIP file of their chat history from another provider.
Google has also renamed Gemini's "past chats" feature to "memories", a change that will roll out across the app over the coming weeks and reflects the company's intention for the assistant to retain and apply context from previous interactions rather than treating each session as a blank slate.
The personalisation push builds on Gemini's existing Gems feature, which allows users to create custom AI assistants with saved instructions for recurring tasks, from writing coaches that remember a user's stylistic preferences to fitness planners that track training goals across sessions.
Google recently introduced experimental Gems from its Labs division, offering pre-built mini-apps for tasks such as meal planning and visual content creation.
The updates are available to free users as well as paid Google AI Pro and Ultra subscribers, though paid tiers offer higher usage limits and access to more advanced models.
Google AI Pro is priced at $19.99 per month and includes access to Gemini 3 Pro, Deep Research and enhanced image generation, while Ultra adds video creation tools and higher agent request limits.
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The import tools and personalisation features represent a direct competitive move against Anthropic's Claude and OpenAI's ChatGPT, both of which have invested heavily in memory and personalisation systems.
By making it straightforward to transfer existing AI relationships into Gemini, Google is attempting to lower the switching costs that keep users locked into rival platforms.
The recap
- Gemini launches personalisation features for users in the UK
- Company says assistant will "evolve with your needs" over time
- Details and rollout described by the company in an announcement
