Has Personalization Gone Too Far?

Recently my oldest childhood friend asked me an interesting question about Google search results – “When you type in a request on Google, it gives you a list of possible websites you might be looking for. These change as you continue to type. Are the prompts they list the result of algorithms that are user specific or general (the same for everybody)? Would you and I get the same suggested websites if we each typed in identical requests on our own laptops or is it based on our Google search history or even our entire browser history?”

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