Google’s Personal Intelligence ads policy changed on October 16, and it matters if you’ve linked Gmail or Google Photos to Search. The updated privacy policy now lets Search use that connected data “to personalize content, including ads,” according to Techlicious. You can switch it off, and the steps are below.
Google says it still won’t build ads directly from your inbox or photo library. The catch is in the word “directly.”
Here are the facts at a glance.
- The policy update is dated October 16, 2026.
- It affects people who connect Gmail, Calendar or Google Photos to Search through Personal Intelligence.
- Personal Intelligence is opt-in, so nothing changes if you never turned it on.
- Turning off ad personalization alone may not stop the AI use of that data.
If you only read one section, make it the one on how to turn it off.
What Google actually changed
For years, Google’s privacy policy said it doesn’t show personalized ads based on content from Drive, Gmail or Photos. The new wording adds an exception for data that Search pulls in through connected apps.
That connected data can feed Search, Discover, Maps, Shopping, Flights, Hotels, Translate and News. So a flight confirmation in your inbox could shape what you see across several Google products.
Google’s line is that ads aren’t based “directly” on your inbox or library. But Search can still use summaries, excerpts and inferences drawn from that content. That’s the gap privacy watchers are pointing at.
What Google says it won’t do
Google has drawn a few lines, and it’s fair to list them. Here’s what the company says stays off the table, as reported by Techlicious.
- Advertisers can’t access your connected Gmail or Photos.
- Personalized ads won’t target sensitive categories such as race, religion, sexual orientation or health.
- Search doesn’t train its generative AI directly on your inbox or photo imagery.
The last point has a footnote: Search does train on summaries, excerpts and inferences from that content. A short or highly relevant email may be summarized in full.
Why Personal Intelligence ads worry people
Concerns about this started before the policy change. In July, Fast Company argued that AI features could quietly undo Google’s long-standing promise on Gmail and ads.
The mechanism is simple. Google’s support documents say Personal Intelligence responses are saved to Search Services History. That history can be used for targeted ads, depending on your personalization settings.
Gemini has also shown pop-ups nudging people to turn the feature on. If you tapped yes quickly, you may not remember agreeing. We’ve covered the same feature on the road in Android Auto Personal Intelligence, and it’s worth knowing where else it is active.
What this means for everyday use
Most people won’t notice anything on day one. Ads simply start to feel a little more relevant, and that’s the point of personalization.
The risk is subtler. A hotel booking, a medical appointment reminder or a photo of a document may all sit in connected apps. Google says sensitive categories are excluded from ad targeting, but you’re trusting a filter you can’t inspect.
Some connected-app data may also be reviewed by people, including outside providers. Google says reviewers generally don’t see the underlying photos or videos unless they’re handling abuse or harm, or you send feedback.
How to turn off Personal Intelligence ads
Switching off ad personalization isn’t enough on its own. Techlicious notes it may not stop connected-app data from being used for AI personalization. Do these steps in order.
- Open your Google Account, go to Search Services Personalization, and find Additional Personal Intelligence.
- Select Connected Content Apps and disconnect Google Workspace and Google Photos.
- Turn off Personalized Recommendations on the same page.
- In Gmail, open Settings, then See all settings, then General, and manage the Google Workspace smart feature settings.
- Visit activity.google.com, review your Search Services History, and delete what’s already stored.
Step five matters most. Disconnecting an app doesn’t erase data Search has already collected.
Quick comparison: what each setting controls
| Setting | What it does | Limit |
|---|---|---|
| Disconnect Gmail / Photos | Stops new data flowing into Search through Personal Intelligence | Doesn’t delete data already collected |
| Turn off ad personalization | Reduces ads tailored to your profile | May not stop AI personalization use |
| Delete Search Services History | Removes stored activity, including saved AI responses | You need to do it manually |
| Gmail smart features | Controls Workspace smart feature data use in Gmail | May reduce Gmail conveniences |
Treat the table as a checklist. The first and third rows give you the most protection.
Frequently Asked Questions
Is Google reading my emails to show ads?
Google says ads aren’t based directly on your Gmail inbox. It can use summaries and inferences from connected data if you enable Personal Intelligence, so the practical answer depends on whether you opted in.
Does this affect me if I never turned on Personal Intelligence?
Not as described. The feature is opt-in, and the policy language applies to data you connect. Check your Search Services Personalization page to be sure.
Will turning off personalized ads fix it?
Only partly. Disconnect the connected apps and delete your Search Services History too.
Can I delete data Google already collected?
Yes, in part. Delete stored activity at activity.google.com, since disconnecting an app alone doesn’t remove it.
Our take
Personal Intelligence can be handy for travel plans and reminders, but if you don’t use it weekly, the privacy trade isn’t worth it. Disconnect Gmail and Photos, clear your Search Services History, and reconnect only if you miss it. Google’s promises are reassuring, yet “not directly” leaves a lot of room.
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