Google will target ads using Gmail and Photos data with Personal Intelligence

Google changed its privacy policy on October 16 to allow personalized advertising based on content from Gmail, Drive, and Google Photos when users connect those services to the company's Personal Intelligence features. Android Authority first reported the change on October 23. The previous policy said Google would not use content from Drive, Gmail, or Photos for personalized ads. The updated wording adds an exception: "unless you choose to make data from these services available to other Google services that support personalized ads".

Personal Intelligence lets Search and Gemini Apps access data from other Google services, such as Gmail, Drive, and Photos, to provide more relevant answers. Google's policy now states that Search may process some of the data a user allows Search to access to personalize content, including ads. The Verge explains that anyone who has connected Drive, Gmail, or Photos to AI Mode or other Search tools through Personal Intelligence may now see ads targeted based on that content. 9to5Google adds that the change revolves around this AI initiative, which began rolling out in beta earlier this year. Android Authority offers an example: Search could use a hotel reservation from Gmail to suggest nearby restaurants, and the updated policy raises questions about whether that same information could influence ads.

Google still says advertisers do not get direct access to Drive, Gmail, or Photos content, nor to personally identifying details like name or email address, and it will not show ads based on sensitive categories such as race, sexual orientation, religion, or health. The company has not changed its language about keeping identifying details from advertisers without permission.

Users who want to limit this use can disconnect connected apps or disable personalized recommendations. Google's support page directs users to Data & privacy under My Account, then Personalization settings, then Manage Personalized Recommendations in Search services, where they can disconnect Google Workspace and Google Photos from Connected Content apps. Turning off Personalized Recommendations entirely is also an option. Android Authority notes that disconnecting an app does not necessarily erase information already saved, and data stored in Search Services History may remain even after the app is disconnected or the original email or photo is deleted.