Google has taken another step in its artificial intelligence strategy in Spain with the arrival of the new feature of Gemini memory, named "Memories"This update changes the way the assistant interacts with each person, moving from generic responses to conversations tailored to each user's context.
In addition to this persistent memory, the company has activated a system in our country to Import both preferences and complete chat histories from other AI assistantsThis makes it easier to switch from rival services like ChatGPT or Claude without having to start from scratch.
What exactly is Gemini's new memory?
The main new feature is called "Memories," a memory setting that allows Gemini to learn from previous chats. and reuse that information when relevant. The assistant is able to retain data about hobbies, work topics, habits, or names that are repeated in conversations to offer more useful and less impersonal responses.
According to Google, the idea is for Gemini to function as a collaborator who is already aware of what you do and what interests youInstead of a chatbot that forgets everything with each new query, AI can remember your hobbies, professional projects, or cultural interests the next time you ask for help.
This memory reaches the Spanish accounts enabled by default since its deploymentSo most users will start noticing the personalization without having to touch anything. However, anyone who doesn't want this feature can turn it off at any time in the Gemini app settings.
To manage the behavior of "Memories", simply go to Settings > Personal Context > Memory within GeminiFrom there you can review what has been saved, disable the option completely, or delete specific information through the Gemini app's Activity panel.
In practice, this means that Gemini stops always giving the same answer and starts relying on a persistent personal contextThe company wants users to eventually feel like they're talking to an assistant that already knows them, without having to repeat the same story in each new thread.
How "Memories" work in everyday life
The memory setting allows the assistant to retain details that appear in your conversationsIt's not just about isolated data points, but about patterns: what type of content you request, what tone you prefer, or what projects you have in hand.
Google provides some fairly clear examples: if you've used Gemini to to set up a YouTube channel about Japanese cultureWhen you later ask for new video ideas, the system will remember that context and guide the proposals to that theme without you having to explain it again.
The same applies to reading. If you have asked on several occasions recommendations for romance novels or a specific literary genreGemini can use that memory to suggest similar books, avoiding repeating titles or styles that no longer fit with what you've told them in the past.
In a more everyday context, if you're organizing a birthday party and you've already asked the AI to be there... your hobbies, the type of music you like, or the hobbies of the person being honoredThe assistant can put together suggestions for themes and activities better suited to your profile.
In professional settings, memory focuses on to recover threads of work that have been discussed in other sessionsAn executive analyzing a specific market or project team can continue previous conversations without reconstructing the entire context, reducing repetition and the time spent explaining the same thing over and over.
Import your memory from other AI assistants
Alongside "Memories," Google has activated an import system designed to make switching assistants less of a leap into the unknown. The goal is transfer to Gemini what you have already built on other platformsFrom your basic preferences to your complete chat history, thus avoiding the feeling of starting from scratch.
The company proposes two main paths. The first is a importing context in text formGemini generates a prompt that you can copy and paste into your current assistant, such as ChatGPT or Claude. That assistant will then provide a summary of your preferences, relationships, or interests, which you can then paste into the new memory import option within Gemini's settings.
When you paste that summary, the system processes it almost instantly and integrates it into your personal context within GeminiFrom that moment on, the assistant acts as if it has known you for a long time, based on the information you already had trained on in the other service.
The second option is designed for those with more experience using other AI systems. Gemini allows Upload a ZIP file containing the complete conversation history generated by other providers. Once loaded, this material becomes searchable within Gemini and it is possible to continue the threads from the same point where they left off.
This approach reduces one of the biggest obstacles when changing tools: the cost of abandoning years of chats and notesInstead of giving up on that personal file, the user can centralize it within the Google ecosystem and continue working on it.
Interoperability and Google's strategy in Spain and Europe
Google allowing the import of memories and chats from rival products is no small detail. This openness reinforces an idea: In the new AI race, loyalty depends less on data blocking than on service quality.If moving to another tool is as simple as exporting a ZIP file, the advantage becomes what each assistant does with that information.
In the Spanish and, by extension, European market, the company seeks to position Gemini as the layer of personalization of digital life with Google Personal IntelligenceBeyond a simple chat app, the rollout of Memories and the import feature aligns with other Google moves to integrate AI into services and devices, from mobile to third-party partnerships.
For the professional user, especially in managerial or technical environments, the key lies in reduce friction when adopting a new toolBeing able to transfer years of conversations, summaries, ideas, and documentation without losing them along the way increases the likelihood that companies and freelancers will be encouraged to try Gemini as their main assistant.
Interoperability also has a competitive aspect: Opening the door to data from other providers implies assuming that the same data could flow out in the opposite direction.In this scenario, the focus shifts from forcibly retaining the user to offering better results, more refined analysis, and a more comfortable experience, including the integration with Android applications.
In this context, the new features arriving in Spain are designed both for the general user who wants answers more tailored to their tastes as well as for advanced profiles that handle several information flows in parallel and seek to centralize them in a single point.
Control, privacy, and regulatory debate
Having an assistant remember what you say inevitably raises privacy questions, especially in Europe. Google emphasizes that The user controls the memoryThe function can be deactivated, the activity can be reviewed, and any stored data can be deleted without affecting the rest of the service.
Management is carried out from the Gemini settings and the Applications Activity panelThis is where searches and queries were previously managed. From there, it's possible to delete specific items or clear entire blocks of information, which gives some leeway to those working with sensitive data or in corporate environments.
The potential controversy revolves around the profile density that AI can buildBy importing memories and contexts from other tools, Gemini can learn where you grew up, the names of your family members, your professional interests, or the city you live in, provided you have supplied that information yourself in the past.
This level of detail increases the usefulness of the answers, but also increases the exposure of personal informationIn a climate where European regulators are closely monitoring how data is used to train AI models, decisions like enabling Memories by default do not go unnoticed.
Google insists that These tools are available to all consumer accounts at no additional cost. The intention is for the assistant to save time, better understand the user, and not just provide generic responses. The balance between convenience and data protection will, in any case, be one of the key factors determining its adoption in the region.
Impact on user experience and daily work
In practice, the new persistent memory turns Gemini into something more than a conversational search engineBy accumulating context and preferences, the assistant can accompany long processes, from the creation of a professional project to the tracking of readings or the planning of content for social networks.
For many users, one of the most tangible changes will be the reduction of “explainer fatigue”There's no longer any need to detail in each chat what you do, what tone you prefer, or what kind of results are most useful to you; the tool learns from what you confirm or correct over time.
In managerial or technical environments, this translates to Gemini being able to to revisit previous analyses, recall decisions made, or expand lines of work that were left unfinishedThe idea is to approximate the continuity that a human collaborator who has been working on the same project for months would offer.
On a more everyday level, someone who uses Gemini to organize your personal life, plan trips, or manage hobbies You'll notice that the AI remembers destinations that have already interested you, activities that fit your style, or preferences you've mentioned in the past, and adapts its suggestions to that history.
With its rollout in Spain, Google is putting a clear proposition on the table: He wants Gemini to act as a second digital brain It gathers your context and puts it at the service of the next question. How many people will be willing to centralize so much information with a single provider is still an unknown.
The arrival of "Memories" and the import tools in our country thus marks a turning point in the competition between AI assistants: Whoever better understands the user's past will have a better chance of predicting what will come next.And it is in this area, that of memory and personalization, where Google has decided to step on the gas with Gemini in Spain.
