Google Updates Privacy Policy to Allow Ad Targeting via Personal Intelligence Data

Google has updated its privacy policy to allow the use of personal data from services like Gmail, Google Drive, and Google Photos for targeted advertising. This change applies specifically to users who opt into "Personal Intelligence" features—AI tools designed to provide personalized responses and recommendations by accessing a user's private content.

The Policy Shift

Previously, Google maintained a strict policy against using data from these core services for ad targeting. As of October 16, 2026, the policy includes a new exception: "unless you choose to make data from these services available to other Google services that support personalized ads."

By enabling AI-driven personalization, users are effectively granting permission for Google to process content from their private accounts to inform the ads they see across other Google platforms, such as YouTube or Search. Google states that while this data informs ad targeting, advertisers do not receive direct access to the underlying content, personally identifying information, or sensitive categories like health, race, or religion.

User Controls and Opt-Outs

Users who wish to prevent their personal data from being used for ad targeting can manage their preferences through the Search Services Personalization settings. By disconnecting specific apps from Search’s Personal Intelligence features or disabling personalized recommendations, users can restrict how their data is utilized.

Community Response and Insights

Reaction to the update has been marked by skepticism regarding Google's data practices. Many users expressed that they assumed such data processing was already occurring, while others highlighted the difficulty of avoiding data-driven advertising within the Google ecosystem.

• Data Transparency: Some users noted that personalized ads can serve as a "signal" for what information a company has already indexed. As one commenter observed, "Personalized ads can often be uncomfortable or embarrassing, but anyone who disables this feature should remember that you're only denying signals to yourself."
• Privacy Alternatives: The announcement has renewed interest in self-hosting solutions. Commenters frequently recommended platforms like Immich for photo management and Ente Photos for encrypted, self-hosted alternatives to Google Photos.
• Regulatory Context: European users may have additional protections. Under the Digital Markets Act (DMA), Google is required to offer users the choice to link or unlink specific services, which may allow EU residents to retain personalized search results without consenting to data sharing for advertising purposes.
• Skepticism of "Sensitive" Categories: Several observers pointed out that while Google explicitly excludes categories like race and religion from ad targeting, political leanings remain a notable omission from those protections.