Google admits Gmail and Photos data may drive your ads

Google has officially confirmed that it may use your personal data from Gmail and Google Photos to target ads. This shift happens if you use their personalized AI features. The company updated its privacy policy to reflect this change. The update was first spotted by Android Authority. It adds a specific exception to previous promises. Google used to say it would not use Drive, Gmail, or Photos data for personalized ads. That blanket promise is no longer fully accurate.

As of October 16, the policy includes a new line. It states that data might be used unless you choose to make it available. This change links AI benefits to ad targeting. Sharing data for better AI recommendations now also opens the door for more personalized ads. This applies to users who connected their services to AI Mode. It also affects those using other Search tools via Personal Intelligence. These features allow Google tools to know more about you. They use that knowledge to provide better responses or recommendations.

The connection is direct. If you let Search access your personal data for AI, it can now use that content for ads. This is a significant move for users of the Personal Intelligence feature. The feature was designed to make AI answers more relevant. Now, that relevance comes with a potential cost in privacy. Users may see ads based on the content of their emails or photos. This was not the case under the previous version of the terms.

There are still some protections in place. Advertisers do not get direct access to your files. They cannot see your specific Drive, Gmail, or Photos information. They also do not receive personally identifying details. This means they will not see your name or email address. Google has also set boundaries on sensitive data. The company says it will not show you ads based on race. It will not target you based on sexual orientation. Religion and health conditions are also protected categories.

The new policy language is explicit about this trade-off. It explains that you may allow certain Google services to access data from others. This includes services like Search or Gemini Apps. They can pull from Google Photos or Workspace apps like Gmail and Drive. The goal is to provide a more personalized experience. This is subject to the policies and settings of the service doing the accessing. For example, Search may process some of the data it is allowed to see. It uses this to personalize content, including the ads you see.

The policy also describes how this personalization works in practice. Depending on your settings, Google may show personalized ads. These are based on your interests or activity. They can also be based on personalized content from other Google services. The policy gives a specific example to illustrate this. If you search for mountain bikes in Search, you might see ads for sports equipment on YouTube. This shows how data from one service can influence ads in another.

Users who want to avoid this new ad targeting have options. You can prevent your personal data from being used for targeted ads. The control lies with you. You can choose which apps to disconnect from Search’s Personal Intelligence features. This stops the data sharing for those specific tools. Alternatively, you can disable Personalized Recommendations entirely. This is a broader setting that turns off the feature across the board.

The settings are located in the Search Services Personalization page. This is where you manage these preferences. It is the same place you check other personalization settings. Users should review this page if they are concerned about the new policy. The change takes effect immediately for the updated terms. It reflects a broader strategy by Google. The company is linking its AI capabilities more closely to its advertising engine. This creates a tighter loop between user data and ad delivery.

The update was published on October 16. This date is key for understanding the timeline. It marks the point when the exception was added. The previous policy was simpler. It simply stated that Google would not use these specific services for personalized ads. The new language is more nuanced. It allows for data sharing if the user opts in for AI features. This opt-in is often part of the setup for personalized AI. Many users may have already enabled these features without realizing the ad implications. The policy change makes the connection explicit.