Google may use Gmail and Photos data for ads
Archived — this story has rotated out of today’s deck. It is kept here in full.
The gist
Google's privacy policy, effective October 16, 2026, now lets connected Gmail and Photos data shape personalized ads.
The change ends a 2021 promise and ties ads to opt-in Personal Intelligence.
Background
Google is the company behind Gmail, Google Photos and Search. Since July 1, 2021 its privacy policy had promised, in identical wording, not to use Drive, Gmail or Google Photos for personalized ads. The October 16, 2026 revision adds a carve-out for users who connect that data to Google services that support personalized ads, which ties Google's ad systems to Personal Intelligence — its opt-in feature letting AI Mode and other Search tools draw on a user's emails, photos and files. The change drew attention after Android Authority spotted it and The Verge reported it.
How it unfolded
- Jul 1, 2021Google's promise not to use Drive, Gmail or Google Photos for personalized ads had stood in identical wording since this date.
- Jan 14, 2026Personal Intelligence began rolling out in beta at the start of the year, letting Gemini share data between apps including Gmail, Photos, Search and Drive.
- Oct 16, 2026Google's revised privacy policy took effect, adding the line "unless you choose to make data from these services available to other Google services that support personalized ads."
- Oct 19, 2026Techlicious reported the change, noting Search may reference summaries, excerpts and inferences drawn from Gmail and Photos.
- Oct 23, 2026The Verge reported the update, which was spotted by Android Authority; 9to5Google and Mezha also reported it.
Who’s saying what
- Official
- Google says Search may process data you allow it to access to personalize content including ads, but advertisers don't get Drive, Gmail or Photos information or identifying details like name or email, and ads won't be based directly on your inbox or photo library.
- Caution
- 9to5Google's Will Sattelberg called the caveat sentence "about as intentionally vague as possible."
- Analysts
- Android Authority noted the policy still says Gmail, Drive or Photos content isn't used to personalize ads by default, but an important exception now applies to users who explicitly connect that information to services offering personalized advertising.
Still unverified
9to5Google states Personal Intelligence remains opt-in "for the time being"; Android Authority notes that disconnecting apps or disabling personalized recommendations may leave previously saved data in Search Services History; and turning off personalized advertising through My Ad Center does not necessarily prevent connected-app information from being processed for AI personalization and model improvement.