Google has updated its privacy policy to permit targeted advertising based on personal data from Gmail, Google Photos, and Drive—marking a shift from its previous stance against using these services for ads.
According to Android Authority’s analysis, the change became effective on October 16th. The new policy adds language stating Google may use data from these services for personalized ads “unless you choose to make data from these services available to other Google services that support personalized ads.”
The update applies specifically to users who connect their Drive, Gmail, or Google Photos to Google’s Personal Intelligence feature—an AI tool available in Search and Gemini Apps. When users enable this feature to receive better AI recommendations and responses, they are simultaneously opening their personal data to be used for ad targeting.
Under the revised terms, Google explains that users “may choose to allow certain Google services, including services like Search or Gemini Apps, to access data from other Google services you use, such as Google Photos and Workspace apps like Gmail and Drive, in order to provide you with a more personalized experience.” The policy further states that Google “may also show you personalized ads based on your interests, activity, or personalized content from Google services.”
However, Google maintains certain restrictions. Advertisers do not receive direct access to users’ Drive, Gmail, and Photos data or personally identifying information such as names or email addresses. Additionally, Google states it will not display ads based on sensitive categories including race, sexual orientation, religion, or health status.
The policy provides an example: “If you search for ‘mountain bikes’ in Search you may see ads for sports equipment on YouTube.”
Users who wish to prevent their personal data from being used for targeted ads have options. According to Google’s documentation, individuals can selectively disconnect specific apps from Search’s Personal Intelligence features or disable Personalized Recommendations entirely through the Search Services Personalization settings page.
This policy update reflects Google’s broader integration of AI features into its ecosystem and how those capabilities intersect with its advertising business model. The change represents a notable adjustment to Google’s previous commitments regarding the separation of personal data in these services from its ad-targeting infrastructure.
Key facts
- Google updated its privacy policy on October 16th to allow targeted ads based on Gmail, Google Photos, and Drive data when users enable Personal Intelligence features
- Users who opt into AI features like Search and Gemini Apps may see ads targeted using their personal data from these services
- Advertisers cannot access personally identifying information like names or email addresses, and Google won’t target ads based on sensitive categories like race, religion, or health
- Users can disconnect individual apps from Personal Intelligence features or disable Personalized Recommendations through Search Services Personalization settings