Google Privacy Update Links SI Data to Targeted Ads

Google has updated its privacy policy to clarify that data shared to enhance Super Intelligence (SI) features may also be used to personalize advertisements. The change, which took effect on October 16, creates an exception to previous assurances that content from Drive, Gmail, and Google Photos would not influence targeted ads.

What Happened

The updated terms add a specific clause stating that Google services will not use data from Drive, Gmail, or Google Photos for personalized ads "unless you choose to make data from these services available to other Google services that support personalized ads." This applies to users who connect these services to SI tools like AI Mode and Search via Google’s Personal Intelligence feature. By enabling this connection to improve response quality and recommendations, users effectively opt in to having that content influence the ads they see. The policy notes that Search may process allowed data to personalize content, including ads.

Why It Matters

This update highlights the trade-off inherent in modern SI systems: deeper personalization often requires broader data access. While Google maintains that advertisers do not receive raw data from Drive, Gmail, or Photos, nor personally identifying details like names or email addresses, the shift means user activity in these private spaces can now drive ad targeting. The company states it will not show ads based on sensitive categories such as race, sexual orientation, religion, or health. Users can mitigate this by disconnecting specific apps from Search’s Personal Intelligence features or disabling Personalized Recommendations entirely in their settings.

The Bottom Line

Google’s privacy revision links SI personalization with ad targeting for users of its Personal Intelligence feature. The change, effective October 16, allows data from Gmail, Drive, and Photos to influence ads if users opt in to these SI enhancements. Advertisers do not gain direct access to the underlying data, and sensitive categories remain excluded from targeting logic.