Google’s updated privacy terms could let Gmail and Photos data power ad targeting

Google has altered its privacy policy to insert a provision that may permit the firm to tap into Gmail and Google Photos content for advertising when users interact with its personalized AI services. The modification, initially spotted by Android Authority, introduces an exception to the long‑standing assurance that data from Drive, Gmail, or Photos would not be mined for ad‑related purposes.

This change is directed at users who turn on AI functionalities that depend on personal information to generate tailored replies, including the Bard and Gemini chat assistants. According to the new wording, Google could scrutinize the material stored in a user's mailbox or photo collection to make ads displayed alongside AI‑produced answers more pertinent.

Google presents the revision as a means to “enhance user experience” by offering advertising that is more context‑aware, a justification that echoes a wider industry pattern of monetizing data‑rich AI offerings. The company maintains that any data employed for ad targeting will be handled under its current privacy safeguards and will not be sold to outside parties.

Privacy watchdogs and regulators have previously examined Google’s management of personal data, particularly following high‑profile probes into its data‑sharing conduct. The added clause rekindles worries that the boundary between functional AI help and commercial exploitation is becoming indistinct, spurring demands for clearer opt‑out options and increased transparency.

The announcement comes as the race to embed generative AI into consumer products heats up. Rivals such as Microsoft and Apple have also encountered questions about whether their AI services could exploit user data for profit. For Google, this policy shift may open a fresh revenue avenue while keeping its AI tools appealing to users who anticipate highly personalized experiences.

Although Google has not set a precise rollout date for the amendment, it has encouraged users to read the revised terms and modify their privacy settings if they wish to curb data usage. Observers will be monitoring the rollout and assessing whether it provokes further regulatory scrutiny or leads users to rethink their dependence on Google’s ecosystem for personal messaging and media storage.