OpenAI is expanding ChatGPT’s capabilities with a new feature that subtly transforms how users receive information.
Memory with Search enhances the chatbot’s responses by drawing on past user interactions—location, preferences, and more—to shape smarter, context-driven search queries.
How Memory Refines Search Queries
According to OpenAI’s support documentation and changelog, the feature works by allowing ChatGPT to rewrite user prompts behind the scenes, using stored memory to improve query relevance.
For example, a user who previously shared that they are vegan and live in San Francisco might have their prompt, “What are some restaurants near me that I’d like?” automatically rephrased as “Good vegan restaurants in San Francisco.”
This level of contextual customisation marks a shift in how users interact with AI-powered tools, moving from generic responses to tailored outputs based on individual habits and interests.
Fusion of Memory and Search
The new capability combines ChatGPT’s web browsing tools with its memory system, allowing it to refine prompts before passing them to third-party search engines. OpenAI says the chatbot “uses memories to inform search queries,” creating responses that are not only accurate but also relevant to the user’s lifestyle and history.
Memory data includes both explicit information users have asked ChatGPT to remember—such as dietary restrictions or preferred travel destinations—and patterns inferred from chat history. These refinements are not visible to the user but influence the results returned by the AI during web-based interactions.
OpenAI has not announced a full rollout, but early access has been reported by users on platforms like X (formerly Twitter). The update follows recent improvements to ChatGPT’s long-term memory capabilities, signalling the company’s focus on deepening personalisation in its tools.
Implications for Users and Brands
Memory with Search eliminates the need for repetitive inputs for users, streamlining interactions and improving response quality. Those who frequently rely on ChatGPT for recommendations or information searches can expect more relevant suggestions with less effort.
However, the update also raises questions about how brands and businesses will appear in increasingly personalised AI-generated search results. As queries become more tailored, visibility may depend on how well content aligns with specific user preferences stored in memory.
OpenAI seeks to stay ahead of rivals like Google’s Gemini and Anthropic’s Claude, both of which are investing in personalised AI systems.
Privacy and Control
OpenAI maintains that privacy remains a priority. Users can disable memory entirely by navigating to Settings > Personalisation > Memory and toggling off the feature. Individual memories can also be reviewed and deleted, although OpenAI acknowledges that transparency around memory usage is still evolving.
Conclusion
ChatGPT moves closer to anticipating user needs through Memory with Search, setting the stage for more intuitive and personalised AI interactions. Memory with Search reflects a larger trend in AI development: the transition from reactive tools to proactive digital assistants.