Adorno and Horkheimer might have something to say about this, too.
I thought I had noticed this beginning to happen and was actually planning to post something about it soon, but Danny Sullivan at Search Engine Land has the full story: “Google’s Personalized Results: The “New Normal” That Deserves Extraordinary Attention.”
Read through this and then consider what an inconvenience it is for searchers like us librarians who are searching on many different things for many different reasons. The record of past searches interferes with the results of subsequent searches. I have noticed this happening for a little while and find it very annoying.
So there are two issues with it. From a librarian’s perspective, it makes it a little harder yet to control our results. From a social perspective, it further fragments the culture by making our exposure to media yet more isolated and individualized. I’m looking for the good in this decision but frankly it seems to me that they’re working on a problem that doesn’t exist. The more their AI tries to do our thinking for us the less power we have to do what we want with the search. It’s not good.