Google Rewrites Data Rules to Link AI Features and Ad Targeting

Google has altered its privacy policy, creating a direct link between enabling personalized AI features and the use of personal data for targeted advertising. The update adds a significant exception to Google's longstanding commitment regarding specific user content. According to the company, data from services like Gmail, Google Drive, and Google Photos will not be used for personalized ads, unless a user has explicitly connected those services to other Google products that support personalized advertising.

This policy revision went into effect on October 16, 2026. The previous policy language stated plainly that Google would not use data from Drive, Gmail, or Photos for personalized ads. The new language adds a condition: "unless you choose to make data from these services available to other Google services that support personalized ads." This change means that opting into a feature like Personal Intelligence for Search or other tools, which requires access to data from services like Gmail and Photos to provide better recommendations, could now result in advertisements based on the content within those services.

Google specifies that advertisers do not receive direct access to the content of Drive, Gmail, and Photos, nor do they receive personally identifying information such as a user's name or email address. The company also states that it will not target ads based on sensitive categories, including race, sexual orientation, religion, or health. The policy text explains that if a user allows a service like Search or Gemini Apps to access data from other Google services to provide a more personalized experience, that data may then be used to personalize content, including ads.

For individuals who wish to avoid this, the company provides options for control. Users can disconnect specific apps from Search's Personal Intelligence features or turn off Personalized Recommendations entirely through the Search Services Personalization settings page. This allows individuals to manage which of their data can be used to inform the advertisements they see, separating the use of personal content for AI functionality from its use for ad targeting.

The policy change directly affects users who have enabled features designed to make Google's tools more helpful by giving them access to personal information from other services. The decision to link this personalization with ad targeting creates a clear choice for individuals: either allow access to data like Gmail and Photos for improved AI responses or forgo those enhancements to prevent such data from being used for personalized advertising. The outcome of this choice determines whether personal information from these accounts will be used to shape the advertisements a user sees.