Google has revised its privacy policy to make clear that users who enable personalized artificial intelligence features in Search or Gemini may see targeted advertisements based on their activity across connected Google services, including Gmail and Photos. The policy update, which took effect October 16, 2026, was first reported by Android Authority and marks a shift in how the company handles personal data when users opt into AI-driven personalization features. The change centers on Google's Personal Intelligence feature, which allows users to connect services like email, photo storage, and YouTube to receive more tailored responses from the company's AI tools.
The updated policy spells out that users can permit certain Google services, such as Search or Gemini Apps, to pull information from other platforms they use—including Google Photos and Workspace applications like Gmail and Drive—to deliver a more customized experience. According to the revised language, Search may process some of the information that users allow it to access for the purpose of personalizing content, including advertisements. Google's Personal Intelligence feature, which launched in Gemini in January 2026, is currently rolling out in beta to eligible users over 18 globally, though it excludes the European Economic Area, Switzerland, the United Kingdom, and Nigeria. The policy clarifies that by default, the company doesn't show personalized ads based on content from Drive, Gmail, or Google Photos—but that changes if users choose to make information from these services available to other Google products that support personalized advertising.
The policy states that Google won't use content from Gmail, Drive, or Photos to personalize ads unless users opt to share photos or emails with AI Mode and other Search tools through the Personal Intelligence feature. In practical terms, if users interact with AI Mode or Gemini while Personal Intelligence is turned on, the information that shapes those answers—such as content from Gmail or Photos—could become a signal for serving targeted ads. The update aims to clarify that feeding personal information into its AI tools may contribute to ad personalization. Users who want to avoid this trade-off can disconnect selected apps from Personal Intelligence or turn off Personalized Recommendations entirely through the Search Services Personalization settings.
The shift highlights a broader tension in the AI industry between offering personalized experiences and maintaining user privacy. Google's approach requires users to actively opt in by enabling Personal Intelligence and sharing data across services, rather than activating ad personalization by default. Meanwhile, OpenAI has also entered the advertising space, beginning to display ads to logged-in adult U.S. users in both free and ChatGPT Go tiers in January 2026, and expanding to 26 additional countries this week for a total of 89 markets. OpenAI has emphasized that it keeps conversations private from advertisers, doesn't sell customer data, and ensures ads don't influence chatbot responses. The contrast underscores different strategies: Google leverages its ecosystem of interconnected services to personalize both AI responses and ads, while OpenAI has focused on keeping ad targeting separate from conversational data. For users, the key takeaway is straightforward—connecting personal apps to enable AI features comes with a privacy cost, and those who value data separation should review their personalization settings carefully. Companies offering AI-powered services will likely continue refining how they balance utility with user control, as regulatory and competitive pressures mount.