Google has quietly updated its privacy policy to allow the use of Gmail and Google Photos data for personalized ads, but only under specific conditions. The change, effective since October 16, introduces an exception for users who opt into Personal Intelligence, a feature that lets Google's AI, including Gemini and AI Mode, access content from these apps. This means that while Google still claims it won't directly use inbox or photo content for ads, summaries and excerpts from connected apps may influence ad personalization.
The shift comes as Google expands AI Mode and Personal Intelligence, which launched for paying subscribers in January and became available to all US users in March. The feature allows the AI to pull context from apps like Gmail and Photos to provide more tailored responses, such as suggesting activities based on past trips. However, the updated policy now permits this data to indirectly shape the ads users see, though sensitive categories like health and religion remain off-limits for targeting.
Google has also begun testing ads within AI Mode for users with Personal Intelligence enabled, reversing an earlier promise to keep the experience ad-free. The company reassures users that advertisers still cannot access their apps directly, but the new policy marks the first time since 2017 that Google's own policy has allowed inbox content to play a role in ad personalization, even indirectly.
Users who prefer to keep their data separate can disconnect Gmail and Google Photos under Connected Content Apps in their Google Account settings. Alternatively, they can turn off ad personalization in My Ad Center, though this may not fully prevent connected apps from feeding AI features.