Google begins testing ads in AI Mode for users with Personal Intelligence enabled

Google is starting to test ads in AI Mode in Search for users who connect their apps through Personal Intelligence, reversing its earlier ad-free approach to the experience.

The update means Google may now use insights from connected apps to help personalize ads, alongside the information already used to generate AI-powered responses.

What’s changing: When Google introduced Personal Intelligence in AI Mode, the experience was initially ad-free.

Now, Google has confirmed that it is beginning to test ads for users who opt into connecting their apps.

The company says ads will continue to reflect factors such as the user’s query, the context of the AI-generated response and their interests.

How it works. Personal Intelligence allows AI Mode to use limited information from connected Google apps, such as insights and summaries, to generate more relevant responses.

Under the new test, that same information may also be used to personalize the ads users see within AI Mode.

For example, AI Mode could use context from connected apps to better understand a user’s needs, potentially making the advertising experience more relevant.

What about privacy? Google says several protections remain in place:

• Opt-in only: Users must choose to connect their apps and can disconnect them at any time.
• No direct Gmail or Photos targeting: Ads will not be based directly on the contents of a user’s Gmail inbox or Google Photos library.
• No advertiser access: Advertisers will not be able to access users’ connected apps.
• Sensitive data protections: Google says sensitive information will not be used to personalize ads.

Google has also updated its privacy policy to clarify how connected-app information may be used for advertising personalization.

Why we care. Google is expanding advertising into a more personalized version of AI Search, potentially giving advertisers new opportunities to reach users based on additional context beyond their search queries.

If expanded, it could create opportunities to reach consumers with ads informed by a broader understanding of their interests and needs, rather than relying solely on individual search queries.

However, Google has not announced new advertiser controls, targeting options or a wider rollout for this test.

The bottom line. Google is beginning to test personalized ads in AI Mode for users who opt into Personal Intelligence. While advertisers cannot access connected apps directly, insights from those apps may now help determine which ads users see.

Dig deeper. Connect your Google content apps to get a Search services experience that’s tailored to you