Google has updated its privacy policy in a move that could allow information from services such as Gmail, Google Drive and Google Photos to be used for personalised advertising under certain circumstances. The change has raised concerns among users who have long relied on the company’s assurances that their private content would remain separate from its advertising system.
For people using Google services on Android and iOS, the policy shift means personal information could potentially influence the advertisements they see. However, the updated policy does not mean that Google automatically scans every user’s emails, files and photos for advertising purposes.
Google’s previous privacy policy explicitly stated that it did not display personalised ads based on content from Drive, Gmail or Photos. The new approach introduces a change to that position, particularly in connection with the company’s expanding artificial intelligence services.
The update is linked to Google’s efforts to connect its advertising ecosystem with newer generative AI features, including Personal Intelligence in Gemini and AI Mode in Search. Personal Intelligence is designed to provide more tailored responses by drawing on information from users’ connected Google applications.
While the company presents these tools as a way to deliver more relevant and personalised experiences, the policy change has prompted questions about how information from personal accounts may be used and where users can draw the line between convenience and privacy.
Google maintains that users must opt into certain AI features, such as Personal Intelligence or Gemini extensions, before their private data can be used in this way. Those who have enabled these features, intentionally or otherwise, should review their account settings.
Browsing Google Privacy Centre
How to review and disable the relevant settings
Users who want to limit this type of personalisation can visit their Google Account and open the Data and privacy section. From there, they should review the relevant personalisation settings and disable any AI features or extensions they do not wish to use.
It is worth checking these settings carefully, particularly if Personal Intelligence or Gemini extensions were activated previously without the user fully understanding how they work.
The policy update has generated criticism over concerns about privacy, corporate transparency and the boundaries between personal information and commercial advertising.
For years, Google users were assured that services such as Gmail, Drive and Photos were excluded from personalised advertising based on their private content. Many people use these platforms to store personal photographs, sensitive correspondence and important work documents, making the change particularly significant for long-time customers.
Although Google’s AI tools offer more personalised services, the updated approach raises an important question: how much access to personal information are users comfortable granting in exchange for more customised digital experiences?