Google Amends Privacy Terms to Allow Ad Targeting via Personal AI Data

Google has revised its privacy framework, creating a pathway for advertisers to target users based on content stored in Gmail and Google Photos if specific AI features are active.

The change, identified by Android Authority, introduces a significant exception to a long-standing pledge that the tech giant would not use data from Drive, Gmail, or Photos for personalized advertising. Previously, the policy stated a blanket prohibition on using these services for ads. As of October 16, the text now includes a clause stating that data may be used unless the user explicitly chooses to keep it separate from other Google services that support personalized ads.

This update directly impacts users who have linked their personal data to Google’s AI Mode and other Search tools through the Personal Intelligence feature. By connecting these accounts, users allow AI tools to provide more tailored responses and recommendations. Under the new terms, enabling this sharing for better AI outputs also opens the data for use in serving personalized advertisements.

The revised policy clarifies that users may permit services like Search or Gemini Apps to access data from Google Photos and Workspace applications, such as Gmail and Drive, to enhance their personalized experience. The documentation notes that Search may process this allowed data to customize content, including the ads displayed to the user.

Despite the expanded permissions, Google maintains that advertisers do not receive direct access to the actual content of a user’s Drive, Gmail, or Photos. Furthermore, personally identifying details, such as a user’s name or email address, remain protected from direct advertiser access. The company also asserts that it will not use sensitive data categories, including race, sexual orientation, religion, or health status, as the basis for ad targeting.

The policy provides a specific example of how this cross-service targeting functions. It suggests that if a user searches for mountain bikes, they may subsequently see advertisements for sports equipment on YouTube. This illustrates how data allowed to flow between services can influence the advertising experience across the broader Google ecosystem.

Users who wish to retain control over their data can adjust their preferences to prevent this usage. Individuals can select specific apps to disconnect from Search’s Personal Intelligence features or disable Personalized Recommendations entirely. These adjustments are available through the Search Services Personalization settings page, allowing users to opt out of the new data-sharing arrangements.

The shift marks a notable evolution in how Google balances its AI advancements with user privacy. By linking the utility of personalized AI to the potential for targeted advertising, the company creates a trade-off where enhanced AI responses are partly subsidized by a broader scope of data usage for ads.