- Google is testing ads in AI Mode for signed-in users who connect apps through Personal Intelligence, reversing what it said in March.
- Ads are not based directly on your inbox or photo library, but summaries, excerpts and inferences from them may be used.
- Advertisers never see anyone’s Gmail or Photos, and Google says sensitive categories such as health or religion are not used.
- There is nothing new to switch on. The ads come from the same campaigns that already reach AI Mode.
Checked 25 October 2026. Google has not said which countries the test covers, which ad formats it uses or how large it is. This summary is based on Google’s statement to Search Engine Land and its Search Help page as reported on 19–20 October.
01What Google confirmed
Personal Intelligence lets AI Mode use information from apps people connect, such as Gmail and Google Photos, to give more personal answers. When it arrived in AI Mode, Google said in March 2026 that people who connected their apps would not see ads. On 16 October, Google told Search Engine Land it is now testing ads for these users.12
Google’s Search Help page was updated to match. It says ads won’t be based directly on your Gmail inbox or your Google Photos library, but that summaries, excerpts and inferences drawn from them “may be used to show you ads”.3
| Question | March 2026 | October 2026 |
|---|---|---|
| Ads shown to these users? | No | Yes, in a test |
| Can app data shape ads? | No | Inferences, summaries and excerpts may |
| Raw emails or photos used? | No | No, per Google |
| Sensitive categories used? | No | No, per Google |
| Advertiser access to app data? | No | No |
02How a Gmail signal becomes an ad
Google has not published the mechanics. Based on its help page, the flow works roughly like this:
Illustration of how inferences may be used. Google has not described the exact process or which signals are used.
The advertiser in this example did nothing new. Their existing campaign was eligible for AI Mode; Google simply had a sharper picture of the user’s need. That is why this matters: the quality of matching improves without advertisers getting any new targeting option, report or control.4
Can Google use this for AI Mode ads?
Pick an answer for each. Based on Google’s Search Help page as reported in October 2026.
Runs in your browser; nothing is saved.
03What advertisers should do
Be eligible for AI Mode
Ads in AI Mode come from Search, Shopping and Performance Max campaigns using broad match or AI Max. Exact-match-only accounts miss most of it. See AI Max for Search.
Describe real situations
Inferences are about life events: trips, moves, renovations, new jobs. Landing pages and assets that speak to those moments match better.
Feed the details
Accurate product feeds, location assets and prices give Google more to match a personal answer with. Thin accounts get skipped.
Watch search terms
There is no AI Mode report for this test. Watch search term and placement reports for longer, conversational queries and unusual conversion paths.
Avoid sensitive angles
Google says sensitive categories are not used for personalised ads. Do not build offers that depend on health, religion or similar signals.
Expect it to spread
It is a test, but Google tests often become defaults. Plan for personal context to shape more ads in Search and Gemini through 2027.
04What users can control
- Don’t connect apps. Personal Intelligence is optional; without connected apps, this test does not apply.
- Disconnect any time. Connected apps can be removed in AI Mode’s Personal Intelligence settings.
- Turn off personalised ads. In My Ad Center, personalised ads can be switched off for the whole Google account.
The search box used to know what you typed. Now it may know what your inbox implies.
Related: Google’s new channel controls, ChatGPT ads and the AI Overviews playbook.
Common questions
Does Google use Gmail to show ads in AI Mode?
Not directly. Since October 2026, Google is testing ads in AI Mode for users who connect apps through Personal Intelligence. Its help page says ads are not based directly on the Gmail inbox or Photos library, but summaries, excerpts and inferences from connected apps may be used to show ads.
Can advertisers target people based on their Gmail?
No. Advertisers do not get access to users’ connected apps, and Google has announced no new targeting options or reports for this test. Ads come from existing campaigns that are eligible to show in AI Mode.
Which countries are included in the AI Mode ads test?
Google has not said which markets the test covers or which ad formats it uses. It is described as a test, not a full launch.
How can users avoid personalised AI Mode ads?
Users can choose not to connect apps to Personal Intelligence, disconnect them in settings, or turn off personalised ads in My Ad Center for their Google account.
Method & sources
Checked October 25, 2026. Google confirmed the test in a statement to Search Engine Land on 16 October 2026; help page wording is quoted as reported by several outlets.
- Search Engine Land, “Google begins testing ads in AI Mode for users with Personal Intelligence enabled”. searchengineland.com
- Search Engine Roundtable, “Google ads now in AI Mode with Personal Intelligence”. seroundtable.com
- Relevant Audience, “Google tests ads in AI Mode for users who connect Gmail and Photos through Personal Intelligence”. relevantaudience.com
- Digital Applied, “Google AI Mode ads may now use what it learns from Gmail”. digitalapplied.com