Google allows AI features to influence your ad targeting

Google has revised its privacy terms to allow the company to use data from personal services like Gmail and Google Photos for targeted advertising, provided users are actively using its personalized artificial intelligence features. This change was identified by Android Authority and marks a significant shift from previous policies that explicitly stated such data would not be used for ad personalization. The update, which took effect on October 16, introduces a new exception that could alter how millions of users see ads across the Google ecosystem.

The core of the change lies in how Google handles the 'Personal Intelligence' feature. When users connect their Drive, Gmail, or Photos accounts to AI Mode and other Search tools, they enable the system to provide more tailored responses. Under the new rules, opting into these smarter AI recommendations also opens the door for advertisers to target users based on that specific content. Essentially, the better the AI knows you to help with searches, the more it may use that knowledge to select the ads you see.

Background on the policy shift reveals a subtle but important wording adjustment. The previous language simply promised that Google would not use Drive, Gmail, or Photos data for personalized ads. The new text adds a clause stating this promise holds 'unless you choose to make data from these services available to other Google services that support personalized ads.' This means the decision to let AI tools access your personal files now carries the additional implication of ad targeting.

Reactions to the specific details of the policy highlight what is and is not being shared. Advertisers will not receive direct access to personal files or identifying information like names and email addresses. Furthermore, Google maintains that it will not show ads based on sensitive categories such as race, sexual orientation, religion, or health. The policy explicitly states that services like Search or Gemini Apps may process allowed data to personalize content, including ads, based on user interests and activities.

The new terms include specific examples to illustrate this mechanism. The policy notes that if a user searches for 'mountain bikes,' they might subsequently see ads for sports equipment on YouTube. This cross-service linking is designed to create a more cohesive user experience, though it requires users to be more mindful of which accounts they link to their AI tools.

For those who prefer to keep their personal data separate from their ad profiles, the process is straightforward. Users can visit the Search Services Personalization settings page to disable Personalized Recommendations entirely. Alternatively, they can select which specific apps they want to disconnect from Search’s Personal Intelligence features. This allows users to retain the benefits of AI assistance while limiting the scope of data available for ad targeting.

What happens next depends on user choice. Those who have already connected their accounts will likely see changes in their ad feeds without needing to do anything, while others can proactively adjust their settings to maintain their previous level of privacy. The update underscores the growing trade-off between personalized utility and data usage in modern digital services.