Google confirmed on October 16, 2026 that it is testing ads in Google AI Mode for users who connect their apps through Personal Intelligence. Until now, those people had an ad free experience. Google says advertisers do not access that data and that it does not personalize ads using sensitive categories. It has not said in which countries it is testing or with which formats, and there are no new controls for advertisers. In this article we explain what is known about ads in Google AI Mode, what remains unanswered, and what is worth reviewing in your campaigns.
What did Google announce about ads in Google AI Mode?
Google told Search Engine Land that it is starting to test ads in Google AI Mode for users who connect their apps through Personal Intelligence. According to Search Engine Roundtable, Google's help document was updated to describe this test. The previous version did not.
The change is notable because in March Google had said the opposite. Anu Adegbola, of Google, explained then that there were no ads for people who connected their apps to AI Mode. She also warned that ads would come later and would remain relevant to the query, the context of the response, and the person's interests.
Digital Applied adds a verification detail. According to its review of the Internet Archive, the text about ads was not in a copy from October 14 and was in one from October 16. It is a sign that the change was recent.
What is Personal Intelligence and who can use it?
Personal Intelligence is an optional feature that lets Gemini and AI Mode use information from Gmail, Google Calendar, and Google Photos. According to Fast Company, Google introduced it in January 2026 and opened it to all users in the United States in March. The person decides whether to connect each app and can disconnect it whenever they want.
There are requirements. According to Digital Applied, which reviewed the help page, the user must be 18 or older. They also need a personal Google account with personalized recommendations turned on. Access depends on country and language. Calendar, for example, is only available in the United States and in English, according to Relevant Audience.
The sources also do not fully agree on which apps the ads test covers. Relevant Audience speaks of Gmail, Calendar, or Photos. Digital Applied mentions Gmail and Photos as what was confirmed. It is best to wait for Google to clarify.
How would Google use information from Gmail, Calendar, or Photos in ads?
According to Google's help page, ads are not based directly on your Gmail inbox or your Photos library. But summaries, excerpts, and inferences from those apps may be used to show ads. That distinction is the center of the discussion.
Digital Applied interprets it with an example: an inference, such as a booked trip, could influence later ads even if the email itself is not used. It is a reading by the article, not a statement from Google. Google also states that it does not personalize ads with sensitive categories such as race, religion, sexual orientation, or health. It also says advertisers cannot access the connected apps.
Other details in the help page, according to Relevant Audience and Digital Applied, deserve attention. Disconnecting an app does not delete the data already in Search history. Also, a portion of the data AI Mode processes may be reviewed by people, after reducing personal information.
Why does this test open a privacy discussion?
Because Google had been saying for years that it would not show ads based on the content of Gmail. According to Fast Company, that promise dates back to 2017. In July, a Google spokesperson said it did not use Gmail data for targeted ads. She added that, for the time being, users with Personal Intelligence would not see ads in Google AI Mode.
The privacy policy still says that personalized ads based on content from Drive, Gmail, or Photos are not shown. What changes is the nuance of the inferences. Nikhil Lai, a Forrester analyst, pointed out that email reveals high intent signals. According to him, consumers will wonder where personalization ends and advertising begins. Lena Cohen, of the Electronic Frontier Foundation, said it is unacceptable to depend on a journalist to learn how emails are linked to targeting.
These are analysts' opinions, not facts about how the system works. What is documented is narrower. Google confirmed a test, described a rule about data, and left unanswered how the inferences are generated.
What is still unknown and what controls do you have as an advertiser?
Much remains unclear. Google has not said in which countries it is testing, what formats it uses, or how long it will last. It has also not explained how inferences are defined or generated, or whether the test will expand. We do not know if Spanish is included, which matters for a Hispanic audience.
As an advertiser, you have no new controls. Digital Applied found no setting in Google Ads for personalization with connected apps. According to Single Grain, there is also no specific campaign type for AI Mode. That source indicates that Performance Max, Shopping, and broad match Search campaigns, including AI Max, could be eligible. It is that agency's reading, not a fact confirmed by Google.
There is also no public performance data for these ads. That is why it is best not to promise results to a client based on this test.
What can you do now with your campaigns?
These are our own recommendations, not Google instructions. First, check whether your campaigns already use broad match, AI Max, or Performance Max, because that is where more AI Mode inventory could appear. Second, update your landing pages so they answer long and follow up questions, not just short keywords.
Third, check that your conversion tracking is accurate, so smart bidding values the right clicks. Fourth, run your own tests in AI Mode with real questions from your customers. Observe which brands appear in the answers and in the ads. Fifth, keep your paid and organic messaging consistent, because both can appear on the same screen.
Consider a typical case, not real data but an example of how it might look. A dental clinic for a Hispanic audience in the United States has a campaign with broad match. Its team tests five real patient questions in AI Mode and checks which ones its pages answer. Then it adjusts the pricing and financing page, which did not answer the follow up questions.
When does it make sense to get professional help with your ads in Google AI Mode?
When you manage several campaigns, clients, or large budgets, each Google update changes where your ads appear. A specialized team can review your broad match coverage, organize your landing pages, and measure the effect on conversions before making decisions. It can also turn the privacy discussion into clear messages for your clients. If you want us to review how your ads appear in AI Mode, you can contact the JP Director team.
This topic connects with others we have published. To see another Google Ads update with a deadline, read our analysis of channel prioritization. And to understand how data use is being debated on another platform, review our blog on Meta's commercial terms.
Frequently Asked Questions
Does Google show ads in Google AI Mode?
Google confirmed on October 16, 2026 that it is testing ads in Google AI Mode for users who connect apps through Personal Intelligence. It is a test, not a general launch. Google has not said in which countries or with which formats.
Does Google use my Gmail to show me ads?
According to Google's help page, ads are not based directly on your Gmail inbox or your Photos library. But summaries, excerpts, and inferences from those apps may be used to show ads. Google says it does not personalize with sensitive categories such as health or religion.
Can advertisers see users' Gmail or Photos data?
No. Google states that advertisers have no access to the connected apps. No new control has been announced to target this type of personalization either.
What should I do as an advertiser?
There is no mandatory action. It is worth reviewing your campaigns with broad match, AI Max, or Performance Max, updating your landing pages, and testing real questions in AI Mode. There is still no public performance data.
Last updated: October 23, 2026. This article will be updated if Google clarifies the countries, formats, or controls for advertisers.
