Google has modified a sensitive point in its privacy policy that served as a guarantee for millions of users for years. The change, detected on October 16, removes the phrase that ensured the content of Gmail, Drive, and Photos was not used to display personalized ads.
The update is particularly relevant now because it coincides with the rollout of Personal Intelligence, an artificial intelligence feature that the company launched in early 2026 and that connects data from various Google applications with its AI tools, including the search engine.
What the policy said before and what it says now
Until the update, Google's text was clear: the company stated that it did not show personalized ads based on the content of Drive, Gmail, or Photos. That phrase has disappeared from the new wording, as detected by the specialized outlet Android Authority.
The revised version leaves open the possibility that such data could influence advertising when shared with other company services, something that was previously expressly ruled out.
The role of Personal Intelligence in the change
The mechanism that explains this shift is Personal Intelligence. This feature allows data from several Google applications to be linked with its artificial intelligence systems to offer more tailored responses to the user.
This data is connected to the Gemini application, but also to the AI Mode in the Google search engine. Gemini, for the moment, does not include ads. The search engine's AI Mode can indeed display sponsored content.
If a user activates this connection and uses AI Mode, a summary of their personal information may become part of the context that determines the response they receive. And since that same context influences which advertising is shown to them, personal data ends up indirectly affecting the selection of ads.
Google’s official response
The company maintains that connecting applications is a voluntary decision by the user. According to its explanation, ads will continue to be related to elements such as the query performed, the context of the response, and the user's interests, but will not be based directly on the content of the Gmail inbox or the Google Photos library. The company adds that information considered sensitive is not used to personalize advertising.
A Google spokesperson told Ars Technica that the way the company shares data with its advertising partners has not been modified, nor is it reviewing the full content of inboxes to create advertising profiles or providing that information to third parties.
The important precision lies in the nuance: Google does not claim that Gmail or Photos data is completely excluded from advertising, but rather that ads are not directly based on that content. It is a subtle but significant difference from the previous guarantee, which was a total denial.
Low-visibility activations
Ars Technica also warns that Google uses prompts and pop-ups to encourage the activation of Personal Intelligence without clearly detailing its implications. This means that some users could have the feature activated without having consciously decided to do so.
How to check if you have this connection activated
There are two ways to check and, if necessary, deactivate this data integration.
The first is to access the Gemini settings, locate the Personal Intelligence section, and disconnect the linked applications.
The second option, which is less visible, involves entering your Google account, accessing Data & privacy, then Personalization settings, then Manage personalized recommendations in search services, and finally Connected content apps. From that section, it is possible to cut the connection with both Workspace, which includes email and documents, and Google Photos.
What changes for users
For those who use Gmail or Google Photos regularly, what was once an explicit guarantee now depends on a configuration that many users might not remember having activated. Checking that connection takes just a couple of minutes and is the most direct way to ensure that your personal email and photographs are not part of the context that fuels AI-powered searches.
Those who prefer to keep Personal Intelligence activated for the convenience of obtaining more personalized responses should keep in mind that this benefit may be accompanied by ads influenced, at least indirectly, by their own information.
Frequently asked questions
What exactly changed in Google’s privacy policy?
Google removed the phrase that guaranteed it did not show personalized ads based on the content of Gmail, Drive, or Google Photos. The change occurred on October 16 and was detected by Android Authority.
Does Google read my email to show me ads?
The company denies that it scans the full content of inboxes to create advertising profiles. It states that ads are not based directly on the content of Gmail or Photos, although it acknowledges that certain data may influence the context of AI Mode responses, which do include advertising.
What is Personal Intelligence?
It is a Google feature launched in early 2026 that connects data from various applications, such as Gmail, Drive, or Photos, with artificial intelligence tools like Gemini and the search engine's AI Mode, with the goal of offering more personalized responses.
Is this feature activated by default?
Google claims that connecting applications is voluntary. However, according to Ars Technica, the company uses prompts and pop-ups that can lead users to activate it without being fully aware of its implications.
How can I deactivate the connection of my apps with Google’s AI?
It can be done from the Gemini settings, in the Personal Intelligence section, or from your Google account by following the path Data & privacy, Personalization settings, Manage personalized recommendations in search services, and Connected content apps.
Does Gemini show ads?
According to available information, the Gemini application currently does not show ads. Sponsored content appears in the Google search engine's AI Mode, which can indeed be influenced by data connected through Personal Intelligence.
