Your Gmail data could soon start shaping what ads you see

For anyone using Google's personalized AI tools, a change to the company's privacy policy now allows for the possibility that your personal data could be used to shape the ads you see. This shift specifically affects users who have connected their Google Drive, Gmail, or Google Photos accounts to AI-powered features like AI Mode and other Search tools. By enabling these features to provide more tailored responses and recommendations, users are also opening the door for their content from these services to be used for ad targeting purposes.

The core of this change is an update to the company's privacy policy. Previously, the policy stated that data from services like Drive, Gmail, and Google Photos would not be used for personalized advertising. However, as of October 16th, this has been modified to include a new condition. The policy now includes the language: “unless you choose to make data from these services available to other Google services that support personalized ads.” This exception directly links the use of certain AI features with the potential for ad personalization.

This policy alteration is directly tied to the Personal Intelligence feature. This tool allows services like Search and Gemini Apps to access data from other applications, such as Gmail and Drive, in order to provide a more personalized experience. The updated terms clarify that by choosing to allow this data sharing for better AI recommendations, a user is also permitting the use of that information for personalized ads. For example, if you search for ‘mountain bikes,’ in Search you may see ads for sports equipment on YouTube.

Despite this change, there are clear limits to how this data can be used. The company has specified that third-party advertisers do not gain access to the actual content within a user's Drive, Gmail, or Photos. Furthermore, advertisers are not provided with personally identifying details, such as a user's name or email address. There are also restrictions on the categories of ads that can be shown, with sensitive topics like health, race, religion, and sexual orientation being excluded from targeting.

For users who prefer to keep their personal data separate from ad targeting, there are options available. Individuals can choose to disconnect specific apps from Search's Personal Intelligence features. Alternatively, they can disable Personalized Recommendations entirely. These controls are managed through the Search Services Personalization settings page, giving users the ability to manage how their information is shared across different services.

This latest policy modification is part of an ongoing pattern of adjustments to the company's terms of service regarding data usage for advertising. This particular change was identified by Android Authority. It reflects a continued evolution in how the company manages the intersection of its AI features, user privacy, and its advertising business.

As these new terms are now in effect, users of Google's AI tools should be aware of the connection between enabling personalized features and the potential for their data to be used for ad targeting. The company continues to offer controls for managing these settings, allowing individuals to determine the level of personalization they are comfortable with across its suite of services.