Google is testing ads in AI Mode that can be personalized with information from the Google apps people connect through Personal Intelligence, such as Gmail and Google Photos. Search Engine Land reported on 16 October that Google confirmed the test, and that the experience had been ad-free when the feature launched.
Google's own record of the change is two answers in its Search Help page on connected apps, which say how connected data relates to ads.
What Google's Help Page Says About Ads
"Ads will not be based directly on your Gmail inbox or your Google Photos library," the page says.
The next paragraph sets out what can be used: "Search may reference summaries, excerpts and inferences from these sources to personalize your experience and do things for you. That same info may be used to show you ads, so they are even more helpful for you."
The distinction rests on the word "directly". Ads are not matched to the contents of an email or a photo, but what Search concludes from those emails and photos can shape which ads appear.
Google lists three limits. It does not show personalized ads based on sensitive categories, which it names as race, religion, sexual orientation and health. Advertisers do not get access to a user's Gmail inbox or Google Photos library. Connecting the apps is a choice, and users can disconnect them at any time.
A Much Larger Audience Than the Launch
In January, Google introduced Personal Intelligence in AI Mode as a Labs feature for Google AI Pro and Ultra subscribers in English in the U.S. The launch post did not mention ads.
In March, Google opened the feature to all free U.S. users with personal Google accounts. The help page now lists connected apps as available to users 18 and over in 188 countries and territories.
Google Calendar has joined Gmail, in the U.S. and in English only, with other Workspace apps "coming soon". Users need a personal Google account and the Personalized Recommendations setting turned on.
The Scope Google Has Not Spelled Out
Search Engine Land describes the test as ads in AI Mode. Google's help page answers the ads question for "Search Services" as a whole, which the same page defines as Google Search, including AI Mode and Discover, along with Maps, Shopping, Flights, Hotels, Translate and News.
Google has not said whether connected-app signals personalize ads only in AI Mode or on those other surfaces as well.
Google is also replacing the Web & App Activity and Search Personalization controls with two new settings, Search Services History and Personalized Recommendations, rolling out over the next few months. Google's page on the new settings says saved history helps users "get personalized recommendations and ads, based on your personalization settings."
How Connected Data Is Used Beyond Ads
The same help page says connected data may be used to train Google's generative AI models, through summaries, excerpts and inferences rather than the inbox or library itself. A subset processed by AI Mode and Ask Maps is also seen by human reviewers. Google advises people not to connect their apps if they hold personal or confidential information they would not want a reviewer to see.
How Google's Approach Compares With OpenAI's
OpenAI is moving toward the same idea. Its monetization lead, Asad Awan, has described memory-based ChatGPT ads, chosen partly by what ChatGPT remembers about a user. OpenAI's help article on ChatGPT ads says its system considers "the context and intent of the current conversation" and, "when ads personalization is enabled, select signals from a user's broader ChatGPT experience."
The difference is where the signal comes from. OpenAI draws on a user's history with ChatGPT itself. Google draws on Gmail, Calendar and Photos accounts that many people have used for years, personal context OpenAI does not hold.
Google AI Mode
ChatGPTWhat Changes for Advertisers
According to Search Engine Land, Google says ads in the test will still reflect the user's query, the context of the AI response and the user's interests.
Google has not announced advertiser controls, targeting options, reporting or a wider rollout for the test. For now, connected-app signals change which ads some users see without giving advertisers anything new to buy or measure.
The ads themselves are changing too. In May, Google began testing Conversational Discovery ads and Highlighted Answers there, formats in which Gemini writes the ad creative in response to each query.
Recap
Is Google showing ads to Personal Intelligence users in AI Mode?
Google is testing ads in AI Mode for users who connect apps such as Gmail and Google Photos through Personal Intelligence, according to Search Engine Land. Google’s help page says information from those connected apps may be used to show ads.
How does Google use Gmail data for ads in AI Mode?
Google says ads will not be based directly on a user’s Gmail inbox or Google Photos library. Search may use summaries, excerpts and inferences drawn from those apps, and that same information may be used to show ads.
What does the AI Mode ads test change for advertisers?
Google has not announced advertiser controls, targeting options, reporting or a wider rollout. Connected-app signals may change which ads some users see, but advertisers get no access to Gmail or Photos and nothing new to buy.