Google links Gmail and Photos content to ad targeting for AI users

Google revised its privacy terms on October 16 to permit the use of Gmail, Drive, and Google Photos data for personalized advertising. This update modifies a long-standing pledge that the company would not use content from these core services to target ads. The change creates a new exception for users who connect these files to Google's AI tools.

The policy now states that the no-ads pledge holds "unless you choose to make data from these services available to other Google services that support personalized ads." This applies specifically to individuals who have connected their Drive, Gmail, or Photos accounts to AI Mode and other Search tools via the Personal Intelligence feature. By enabling this connection, users allow Search and Gemini Apps to access their personal content to provide tailored answers and recommendations. Under the new rules, that same data sharing also enables ad targeting based on the user's personal files.

Google asserts that advertisers do not receive direct access to the information stored in a user's Drive, Gmail, or Photos. The company also confirms that advertisers will not receive personally identifying details such as names or email addresses. Furthermore, the firm states it will not display ads based on sensitive categories, including race, sexual orientation, religion, or health.

The updated policy text explains that users may allow services like Search or Gemini Apps to reach data from other Google products to provide "a more personalized experience, subject to the policies and settings of the accessing service." The document provides a specific example: Search may process permitted data to personalize content, including ads. It notes that depending on user settings, the company may show personalized ads based on interests, activity, or personalized content from other Google services. For instance, a user searching for mountain bikes in Search might later see sports equipment ads on YouTube.

Users who wish to keep their personal data out of the ad targeting loop have two primary options. They can choose which specific apps to disconnect from Search's Personal Intelligence features. Alternatively, they can switch off Personalized Recommendations entirely through the Search Services Personalization settings page.