“Try Without Personalisation” Google’s New Search Feature For Non-Personalised Search Results
Aditi Pangotra
Research Analyst, Policy & Advocacy, CyberPeace
PUBLISHED ON
Dec 26, 2024
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Introduction
Google’s search engine is widely known for its ability to tailor its search results based on user activity, enhancing the relevance of search outcomes. Recently, Google introduced the ‘Try Without Personalisation’ feature. This feature allows users to view results independent of their prior activity. This change marks a significant shift in platform experiences, offering users more control over their search experience while addressing privacy concerns.
However, even in this non-personalised mode, certain contextual factors including location, language, and device type, continue to influence results. This essentially provides the search with a baseline level of relevance. This feature carries significant policy implications, particularly in the areas of privacy, consumer rights, and market competition.
Understanding the Feature
When users engage with this option of non-personalised search, it will no longer show them helpful individual results that are personalisation-dependent and will instead provide unbiased search results. Essentially,this feature provides users with neutral (non-personalised) search results by bypassing their data.
This feature allows the following changes:
Disables the user’s ability to find past searches in Autofill/Autocomplete.
Does not pause or delete stored activity within a user’s Google account. Users, because of this feature, will be able to pause or delete stored activity through data and privacy controls.
The feature doesn't delete or disable app/website preferences like language or search settings are some of the unaffected preferences.
It also does not disable or delete the material that users save.
When a user is signed in, they can ‘turn off the personalisation’ by clicking on the search option at the end of the webpage. These changes, offered by the feature, in functionality, have significant implications for privacy, competition, and user trust.
Policy Implications: An Analysis
This feature aligns with global privacy frameworks such as the GDPR in the EU and the DPDP Act in India. By adhering to principles like data minimisation and user consent, it offers users control over their data and the choice to enable or disable personalisation, thereby enhancing user autonomy and trust.
However, there is a trade-off between user expectations for relevance and the impartiality of non-personalised results. Additionally, the introduction of such features may align with emerging regulations on data usage, transparency, and consent. Policymakers play a crucial role in encouraging innovations like these while ensuring they safeguard user rights and maintain a competitive market.
Conclusion and Future Outlook
Google's 'Try Without Personalisation' feature represents a pivotal moment for innovation by balancing user privacy with search functionality. By aligning with global privacy frameworks such as the GDPR and the DPDP Act, it empowers users to control their data while navigating the complex interplay between relevance and neutrality. However, its success hinges on overcoming technical hurdles, fostering user understanding, and addressing competitive and regulatory scrutiny. As digital platforms increasingly prioritise transparency, such features could redefine user expectations and regulatory standards in the evolving tech ecosystem.
Empowering today’s youth with the right skills is more crucial than ever in a rapidly evolving digital world. Every year on July 15th, the United Nations marks World Youth Skills Day to emphasise the critical role of skills development in preparing young people for meaningful work and resilient futures. As AI transforms industries and societies, equipping young minds with digital and AI skills is key to fostering security, adaptability, and growth in the years ahead.
Why AI Upskilling is Crucial in Modern Cyber Defence
Security in the digital age remains a complex challenge, regardless of the presence of Artificial Intelligence (AI). It is one of the biggest modern ironies, and not only that, it is a paradox wrapped in code, where the cure and the curse are written in the same language. The very hand that protects the world from cyber threats can very well be used for the creation of that threat. This being said, the modern-day implementation of AI has to circumvent the threats posed by it or any other advanced technology. A solid grasp of AI and machine learning mechanisms is no longer optional; it is fundamental for modern cybersecurity. The traditional cybersecurity training programs employ static content, which can often become outdated and inadequate for the vulnerabilities. AI-powered solutions, such as intrusion detection systems and next-generation firewalls, use behavioural analysis instead of just matching signatures. AI models are susceptible, nevertheless, as malevolent actors can introduce hostile inputs or tainted data to trick computers into incorrect classification. Data poisoning is a major threat to AI defences, according to Cisco's evidence.
As threats surpass the current understanding of cybersecurity professionals, a need arises to upskill them in advanced AI technologies so that they can fortify the security of current systems. Two of the most important skills for professionals would be AI/ML Model Auditing and Data Science. Skilled data scientists can sift through vast logs, from pocket captures to user profiles, to detect anomalies, assess vulnerabilities, and anticipate attacks. A news report from Business Insider puts it correctly: ‘It takes a good-guy AI to fight a bad-guy AI.’ The technology of generative AI is quite new. As a result, it poses fresh security issues and faces security risks like data exfiltration and prompt injections.
Another method that can prove effective is Natural Language Processing (NLP), which helps machines process this unstructured data, enabling automated spam detection, sentiment analysis, and threat context extraction. Security teams skilled in NLP can deploy systems that flag suspicious email patterns, detect malicious content in code reviews, and monitor internal networks for insider threats, all at speeds and scales humans cannot match.
The AI skills, as aforementioned, are not only for courtesy’s sake; they have become essential in the current landscape. India is not far behind in this mission; it is committed, along with its western counterparts, to employ the emerging technologies in its larger goal of advancement. With quiet confidence, India takes pride in its remarkable capacity to nurture exceptional talent in science and technology, with Indian minds making significant contributions across global arenas.
AI Upskilling in India
As per a news report of March 2025, Jayant Chaudhary, Minister of State, Ministry of Skill Development & Entrepreneurship, highlighted that various schemes under the Skill India Programme (SIP) guarantee greater integration of emerging technologies, such as artificial intelligence (AI), cybersecurity, blockchain, and cloud computing, to meet industry demands. The SIP’s parliamentary brochure states that more than 6.15 million recipients have received training as of December 2024. Other schemes that facilitate educating and training professionals, such as Data Scientist, Business Intelligence Analyst, and Machine Learning Engineer are,
Pradhan Mantri National Apprenticeship Promotion Scheme (PM-NAPS)
Jan Shikshan Sansthan (JSS)
Another report showcases how Indian companies, or companies with their offices in India such as Ernst & Young (EY), are recognising the potential of the Indian workforce and yet their deficiencies in emerging technologies and leading the way by internal upskilling and establishing an AI Academy, a new program designed to assist businesses in providing their employees with essential AI capabilities, in response to the increasing need for AI expertise. Using more than 200 real-world AI use cases, the program offers interactive, organised learning opportunities that cover everything from basic ideas to sophisticated generative AI capabilities.
In order to better understand the need for these initiatives, a reference is significant to a report backed by Google.org and the Asian Development Bank; India appears to be at a turning point in the global use of AI. As per the research, “AI for All: Building an AI-Ready Workforce in Asia-Pacific,” India urgently needs to provide accessible and efficient AI upskilling despite having the largest workforce in the world. According to the paper, by 2030, AI could boost the Asia-Pacific region’s GDP by up to USD 3 trillion. The key to this potential is India, a country with the youngest and fastest-growing population.
Conclusion and CyberPeace Resolution
As the world stands at the crossroads of innovation and insecurity, India finds itself uniquely poised, with its vast young population and growing technologies. But to truly safeguard its digital future and harness the promise of AI, the country must think beyond flagship schemes. Imagine classrooms where students learn not just to code but to question algorithms, workplaces where AI training is as routine as onboarding.
India’s journey towards digital resilience is not just about mastering technology but about cultivating curiosity, responsibility, and trust. CyberPeace is committed to this future and is resolute in this collective pursuit of an ethically secure digital world. CyberPeace resolves to be an active catalyst in AI upskilling across India. We commit to launching specialised training modules on AI, cybersecurity, and digital ethics tailored for students and professionals. It seeks to close the AI literacy gap and develop a workforce that is both morally aware and technologically proficient by working with educational institutions, skilling initiatives, and industry stakeholders.
The two-day Apple’s Worldwide Developer Conference (WWDC) 2023, which was held on the 6th & 7th of June, has become an essential and highly anticipated part of our calendar as frequently as the trend. This year’s keynote announcements will include all of the usual enhancements for iOS, iPadOS, watchOS, macOS, and more. However, this year is also unique due to the unveiling of the Vision Pro headset, a brand-new Apple product.
In this blog, we will examine the exciting announcements made at Apple WWDC 2023, which was a ground-breaking event.
macOS Sonoma
macOS Sonoma, the new presentation of macOS disclosed at the WWDC full of exciting features. It comes with stunning video screensavers that show stunning scenes from all over the world. Gadgets can now be added genuinely to the work area and adjusted totally based on the client’s action. Also, it changes variety and blurring out of the spotlight while utilising applications. In addition, Death Stranding: Directors Cut for Mac announced that the Game Mode is added to make Macs more suitable for gaming. A presenter overlay enhances video presentations, and viewers can respond to them with interactive responses. Updated Safari is also included in the WebApp feature that turns frequently used websites into dedicated windows, a new Profile system for separating browsing history, and secure password sharing. Currently, the developer beta is available and the public beta will be available in July, and the final release is anticipated for the fall.
ios 16
Apple WWDC 2023 shows the following iOS, and iOS 16 replication, offering plenty of energising highlights for iPhone and iPad clients. Apple maintains its commitment to privacy with iOS 16, which introduces enhanced privacy settings that give users even more control over their data and online privacy. Users can also personalise their devices according to their preferences thanks to the new operating system’s refinement and customisable user interface.Improved multitasking capabilities like redesigned Files app and advanced note-taking features are just a few of the productivity enhancements included in the iOS 16. With iOS 16, Apple also improves its AR capabilities, allowing developers to develop even more immersive and interactive AR experiences.
WatchOS 9
Apple WWDC 2023 carried energising updates to the Apple Watch with the presentation of watchOS 9. The Apple Watch is an essential companion for sustaining a healthy lifestyle because the most recent version of the operating system includes cutting-edge health and fitness features. WatchOS 9 gives users unprecedented control over their health, offering personalised fitness recommendations and advanced sleep tracking.
Additionally, new watch faces were added, enhancing communication capabilities and improving app performance in watchOS 9, making the Apple Watch even easier to use daily.
ios 17
Rather than focusing on major features, Apple focused on quality-of-life enhancements when it announced iOS 17 at WWDC 2023. Live Voicemail with real-time transcripts of voicemails, personalised personal contact “posters,” and video voicemails for FaceTime are all part of the update. Search filters, a catch-up arrow, live location sharing, and a safety feature called Check-In are all available in Messages. AirDrop now supports NameDrop for transferring contact information; stickers have been expanded. The autocorrect and recording features on the keyboard have been improved for accuracy. Standby in the lock screen is an intelligent home display that shows the weather, upcoming appointments, and notifications. Siri works on Standby and adjusts itself for the night. The developer beta is currently available now, and a public beta will take place next month before the full release is in the fall.
Vision Pro VR Headset
Apple unveiled the Vision Pro AR headset, their first foray into virtual reality (VR), during the WWDC keynote. The Vision Pro is a virtual reality headset that competes with PlayStation VR2 and Meta Quest 3. This is in contrast to the long-awaited Apple smart glasses. Apple put a lot of effort into making a thin and light headset by using premium materials when needed. Voice, hand, and eye commands are all used to operate the Digital Crown-equipped device. The showcases offer extraordinary clarity, which is fueled by Apple’s M2 processor with a committed R1 chip. The Vision Pro combines virtual reality (VR) and augmented reality (AR), enabling users to interact with Apple apps and gain access to the company’s existing ecosystem. The expanded reality space created by the headset’s sensors and cameras allows users to place apps in real-world environments and adjust their level of concentration. Optic ID is a security and unlocking eye-tracking technology that is incorporated into the Vision Pro. It allows for a more immersive screen experience because it is compatible with Apple accessories like Magic Keyboard and Mac. At launch, the Vision Pro supports over a hundred Apple game galleries. Disney gave a hint that Apple and Disney might work together in the future by announcing support for the Vision Pro and making the Disney Plus app available immediately. The show highlighted the headset’s lightweight plan and recommended Apple clients wear it for extended periods. However, widespread adoption may be difficult due to the high price of $3,499 (₹289,093.01 approx). Apple is expected to release the Vision Pro for public use in 2024.
15-inch MacBook Air
At the WWDC event, Apple revealed a new MacBook Air with a larger 15-inch model instead of the standard 13-inch model. The 15-inch MacBook Air features a powerful Apple M2 processor, a thin, light, and long-lasting design, and a stunning 15.3-inch Retina display. It comes in four colours and has a headphone jack, two USB-C ports, and MagSafe charging. The display has six spatial speakers, a 1080p webcam, and 500 nits of brightness. Apple claims a battery life of up to 18 hours.
Conclusion
At Apple’s 2023 WWDC, the company demonstrated its commitment to developing technology that is user-friendly and accessible to all. Apple’s commitment to improving the user experience across all of its products is demonstrated in the updates to operating systems, improvements of Siri, breakthroughs in augmented reality, and enhancements to health and fitness.By making complex innovations more like-minded and easy to understand, Apple is enabling people to use the maximum capacity of their gadgets. Apple’s innovations at WWDC 2023 are expected to shape the future of technology, simplifying everyday tasks and revolutionising how we interact with the digital world.As we push ahead, it is exciting to guess what these advancements will proceed to develop and decidedly mean for our lives. The future holds even more incredible possibilities for all of us because of Apple’s focus on privacy, user-centric design, and pushing the boundaries of innovation. Thus, prepare to embrace a future where innovation flawlessly incorporates into our lives because of the endeavours displayed at Apple WWDC 2023.
A Virtual Private Network (VPN) creates a secure and reliable network connection between a device and the internet. It hides your IP address by rerouting it through the VPN’s host servers. For example, if you connect to a US server, you appear to be browsing from the US, even if you’re in India. It also encrypts the data being transferred in real-time so that it is not decipherable by third parties such as ad companies, the government, cyber criminals, or others.
All online activity leaves a digital footprint that is tracked for data collection, and surveillance, increasingly jeopardizing user privacy. VPNs are thus a powerful tool for enhancing the privacy and security of users, businesses, governments and critical sectors. They also help protect users on public Wi-Fi networks ( for example, at airports and hotels), journalists, activists and whistleblowers, remote workers and businesses, citizens in high-surveillance states, and researchers by affording them a degree of anonymity.
What VPNs Do and Don’t
What VPNs Can Do:
Mask your IP address to enhance privacy.
Encrypt data to protect against hackers, especially on public Wi-Fi.
Bypass geo-restrictions (e.g., access streaming content blocked in India).
What VPNs Cannot Do:
Make you completely anonymous and protect your identity (websites can still track you via cookies, browser fingerprinting, etc.).
Protect against malware or phishing.
Prevent law enforcement from tracing you if they have access to VPN logs.
Free VPNs usually even share logs with third parties.
VPNs in the Context of India’s Privacy Policy Landscape
In April 2022, CERT-In (Computer Emergency Response Team- India) released Directions under Section 70B (6) of the Information Technology (“IT”) Act, 2000, mandating VPN service providers to store customer data such as “validated names of subscribers/customers hiring the services, period of hire including dates, IPs allotted to / being used by the members, email address and IP address and time stamp used at the time of registration/onboarding, the purpose for hiring services, validated address and contact numbers, and the ownership pattern of the subscribers/customers hiring services” collected as part of their KYC (Know Your Customer) requirements, for a period of five years, even after the subscription has been cancelled. While this directive was issued to aid with cybersecurity investigations, it undermines the core purpose of VPNs- anonymity and privacy. It also gave operators very little time to carry out compliance measures.
Following this, operators such as NordVPN, ExpressVPN, ProtonVPN, and others pulled their physical servers out of India, and now use virtual servers hosted abroad (e.g., Singapore) with Indian IP addresses. While the CERT-In Directions have extra-territorial applicability, virtual servers are able to bypass them since they physically operate from a foreign jurisdiction. This means that they are effectively not liable to provide user information to Indian investigative agencies, beating the whole purpose of the directive. To counter this, the Indian government could potentially block non-compliant VPN services in the future. Further, there are concerns about overreach since the Directions are unclear about how long CERT-In can retain the data it acquires from VPN operators, how it will be used and safeguarded, and the procedure of holding VPN operators responsible for compliance.
Conclusion: The Need for a Privacy-Conscious Framework
The CERT-In Directions reflect a governance model which, by prioritizing security over privacy, compromises on safeguards like independent oversight or judicial review to balance the two. The policy design renders a lose-lose situation because virtual VPN services are still available, while the government loses oversight. If anything, this can make it harder for the government to track suspicious activity. It also violates the principle of proportionality established in the landmark privacy judgment, Puttaswamy v. Union of India (II) by giving government agencies the power to collect excessive VPN data on any user. These issues underscore the need for a national-level, privacy-conscious cybersecurity framework that informs other policies on data protection and cybercrime investigations. In the meantime, users who use VPNs are advised to choose reputable providers, ensure strong encryption, and follow best practices to maintain online privacy and security.
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