The Knowledge Graph, which is being launched in the US first before being rolled out across the world, will show additional information on the right of the search results page including pictures and videos.
For instance, if a user searches for Leonardo Da Vinci, Google will serve information on his paintings and books as well as the works of other Renaissance era painters and landmarks.
Results served on Google previously have been based on the keywords and historical data on search habits.
Results are based on a database of 500 million people and places that share 3.5 billion attributes and connections between them.
Google will be hoping that the revamp increases the dwell time on sites that it receives advertising revenues from.
The announcement comes as research from Experian Hitwise reveals that sites accessed from Google accounted for 91.02% of all searches conducted in the UK in April 2012, up by nearly a quarter of percent on the previous month.
Google made an attempt to personalise its search results at the start of the year when it introduced ‘Search Plus Your World’, which pulls a users Google+ posts into the results.
Earlier this week, rival search engine Bing unveiled plans to integrate social networks, including Facebook and Twitter into its results for the first time.