Google Will Target Ads Based on Gmail and Photos Data if Personal Intelligence Is Enabled

Google will target ads based on Gmail and Photos data if Personal Intelligence is enabled, under privacy policy wording that took effect on 16 October 2026. The policy still says Google does not show personalized ads based on content from Drive, Gmail, or Google Photos. It now adds a condition: unless you choose to make data from these services available to other Google services that support personalized ads. The change covers accounts that opt in to those AI connections, not a default scan of every inbox and camera roll.

Personal Intelligence began rolling out in beta at the start of 2026. It lets Search and Gemini Apps use information from products a person connects, including Gmail, Google Photos, and Drive. Those services may access that data for a more personalized experience, subject to the settings of the service doing the access. Search may process some of the allowed data to personalize content, including ads. Google may also show personalized ads based on interests, activity, or personalized content from Google services.

Advertisers do not receive the messages, the photo library, or details such as a name and email address. Google still does not share information that personally identifies someone with advertisers unless that person asks it to. 9to5Google, following Android Authority and The Verge, reports that once Drive, Gmail, or Photos is connected to Search or Gemini through Personal Intelligence, ads in Search can be shaped by that content. Personalized ads are still not based on sensitive categories such as race, religion, sexual orientation, or health. Personal Intelligence remains opt-in, and enabling it is the choice the new clause refers to.

On the Google Account page, open Data and privacy, then Personalization settings, then Manage Personalized Recommendations in Search services. Personalized Recommendations can be turned off there. Disconnecting an app from Search stops new use of that source. The older flat ban on Drive, Gmail, and Photos content for ads no longer covers accounts that share those services with another Google product that supports personalized ads.

Read more at 9to5Google, The Verge, and Google's privacy policy.