Google has updated its privacy policy to clarify that data from apps like Gmail and Google Photos may be used to personalize advertisements when users share that information with the company’s artificial intelligence tools. The change, which appeared on October 16, modifies a long-standing section of the document that previously stated Google would not show personalized ads based on content from those specific services.
Changes to the Google privacy policy
The original policy text explicitly stated, “We don’t show you personalized ads based on your content from Drive, Gmail, or Photos.” The updated language removes this absolute prohibition. Instead, it acknowledges that when users opt into features like Personal Intelligence, the data shared with Google’s AI products can contribute to ad personalization.
Personal Intelligence, a feature released in early 2026, allows users to connect data from multiple Google apps to the Gemini application and AI Mode search. The stated purpose is to provide the AI with more context to generate better answers. However, the privacy policy update now explicitly links this data sharing to advertising outcomes.
Google maintains that ads are not “based directly” on personal data from the inbox or photo library. In a statement provided to Ars Technica, the company clarified that ads remain relevant to the user’s query, the context of the response, and general interests. A Google spokesperson told Ars Technica that the clarification does not indicate a change in how the company handles data with advertising partners. The company is not scanning the entire inbox to enhance advertising profiles, nor is it sharing this data with third parties.
Personal Intelligence and ad targeting
The core of the issue lies in how Google’s ecosystem connects its services. The company views the wealth of data available across its products as a key strength for its AI efforts. While apps like Gmail retain protected status in some data handling contexts, the new policy language opens avenues for that data to influence advertising when it is actively shared.
If a user interacts with AI Mode while Personal Intelligence is enabled, summaries and insights derived from their personal data may inform the answers provided. Because that same data is used for ad targeting, the privacy policy now makes clear that personal data can be an element of ad targeting in AI search results.
Google uses various prompts and pop-ups to encourage users to turn on Personal Intelligence. The company notes that the feature is entirely opt-in, but the ease of enabling it raises questions about whether users fully understand the consequences of sharing their data with AI tools.
Managing data connections
Users who wish to ensure their personal data is not used in this manner must manually disable Personal Intelligence. The settings to manage these connections are located several levels deep within the Google account interface. Users can access Gemini settings for Personal Intelligence to disable connected apps. Alternatively, they can navigate to Data & privacy Personalization settings and select Manage Personalized Recommendations in Search Services Connected Content Apps to disconnect Workspace and Google Photos.
This update follows a similar pattern in how Google handles AI interactions for model training. While Google states it does not use personal data for AI training, it does use user inputs and model outputs for that purpose. With Gemini integrated into many services, those outputs may contain elements of personal information. Google says it attempts to filter this content from user activity controls to keep it out of training sets, but it does not guarantee success.
The privacy policy update effectively dismantles the firewall that previously separated sensitive app data from ad personalization when that data is shared via AI features. Users must now actively manage their Personal Intelligence settings to prevent their Gmail and Photos data from influencing the advertisements they see.
Source: Ars Technica
