OpenAI is set to enhance ChatGPT's personalization with a new feature called 'memories', which will retain information from past interactions.

This 'memories' feature operates similarly to cookies, storing user-specific data to improve service delivery.

Importantly, users will have control over what the AI remembers or forgets, allowing for a tailored experience.

Unlike traditional cookies, these memories are integrated into ChatGPT's conversational capabilities, enabling the AI to recall user details across different sessions.

The personalization aspect could extend to search functionalities, allowing the AI to remember previous queries and user interests for more relevant results.

This development aims to challenge established players in the search engine market by providing a more personalized and conversational search experience.

While the introduction of personalized search results may have implications for targeted advertising, no explicit confirmation has been made regarding its impact on ads.

This initiative aligns with OpenAI's broader goal of creating powerful and interactive AI agents capable of handling complex tasks and delivering contextual responses.

The memory feature is expected to roll out soon, potentially within a week, although specific dates have yet to be confirmed.