Google uses your data to train AI: what changes

The silent change to Google settings

In July 2026, a change to Google's privacy settings garnered attention from experts and insiders. As reported by TechCrunch, Google has expanded its capacity to store user data—including images, files, audio, and video recordings—with the stated goal of improving its artificial intelligence models.

Essentially, every interaction with Google services can become training material for the company's AI systems. However, this change did not receive proactive and direct communication to users. Therefore, most people — and marketers — are still unaware of it.

This represents a significant paradigm shift. In fact, it's not a marginal technical novelty: it concerns the relationship between user, brand, and platform.

What Exactly Does Google Collect, and Why Does It Matter?

The change affects a wide range of data. In addition to traditional behavioral and browsing data, Google can now store media content uploaded or generated within its services. This potentially includes files uploaded to Google Drive, content shared via Gmail, videos on YouTube, and interactions with Google Assistant.

For marketing managers, the relevant question is another. Campaign data managed through Google Ads, Do content published on YouTube or communications via Google Workspace fall under this collection? The answer is not yet entirely clear. Consequently, a deeper analysis of the specific contractual conditions for business accounts is necessary.

According to research McKinsey on the AI Landscape 2025, trust in technology platforms has become one of the main factors in companies' adoption or rejection of digital tools. Therefore, episodes like this have a direct impact on business strategic choices.

Immediate impact on brand trust and digital reputation

For brands operating in digital marketing, this news has concrete implications. First of all, it concerns the trust that their customers and users place in the brand itself. If a company uses Google Workspace to communicate with customers, or Google Ads to collect conversion data, it finds itself in a delicate intermediary position.

Furthermore, the theme of privacy is increasingly central to the expectations of Italian and European consumers. The GDPR Regulation already imposes high standards. However, the collection of data by third-party platforms – even when technically lawful – can generate negative perceptions if not communicated with transparency.

We of SHM Studio We observe that the most attentive brands are already integrating dedicated sections into their privacy policies. These sections explain which third-party platforms process user data and for what purposes. This practice, in addition to being correct from a regulatory standpoint, strengthens the brand's credibility.

Similarly, some companies are reviewing their strategies for digital marketing to reduce reliance on a single platform. Diversifying channels—for example, by integrating LinkedIn Ads or investing in organic SEO—reduces exposure to these reputational risks.

How opt-out works and why it's not enough

Google allows users to disable this data collection. The process is carried out by accessing Google account settings, in the section dedicated to web activity and personalization preferences. However, the procedure is not intuitive. It requires several steps and is not proactively signaled by the platform.

For companies, opting out at the individual account level is not enough. In fact, Google Workspace business accounts follow different management logic, entrusted to the system administrator. Consequently, the IT manager or the company's DPO must verify the specific settings for the business domain.

According to the instructions of Official GDPR text, The data controller is also responsible for data processed by any external processors—such as technological platforms. Therefore, relying solely on Google's default settings is not a sufficient strategy from a compliance perspective.

The construction site still open: what we don't know yet

Some issues remain open. It is not yet clear, for example, whether data collected through Google Workspace Enterprise business accounts fall under the same logic as consumer accounts. Likewise, it is not precisely defined which specific AI models are trained with this data.

Google has not yet provided a detailed official communication on this point. Among other things, the issue could attract the attention of European regulatory authorities, particularly after the recent investigations by the Spanish AGPD and the Italian Data Protection Authority into similar practices by other platforms.

For marketing managers, this uncertainty is a signal in itself. Therefore, it is advisable to start a review of their technological dependencies and evaluate what data passes through Google services.

What to do now: three operational directions

In the face of this scenario, we at SHM Studio Let's identify three priority operational directions for marketing managers.

• Privacy Policy Review. Update company privacy policies to include explicit references to third-party platforms processing user data. Specifically, Google must be mentioned with regard to AI training purposes. Specialized support in web strategy This can facilitate this update.
• Diversification of digital presence. Reducing focus on a single platform is a strategic choice. Investing in Organic SEO, in owned channels like the company blog, and in alternative platforms like LinkedIn Ads reduces platform risk exposure.
• Proactive customer communication. Brands that communicate their technological choices with transparency build a real competitive advantage. A strategy of content marketing oriented towards transparency can become a differentiating factor.

In addition to this, it is advisable to involve the company DPO—or an external consultant—in the evaluation of Google Workspace settings. Finally, monitoring European regulatory updates on this topic is essential in the coming months.

Outlook: Where the Relationship Between AI, Data, and Marketing is Headed

This episode is not isolated. In fact, all the major tech platforms—Meta, Microsoft, Apple—are redefining their data collection policies for AI training. According to Harvard Business Review, privacy is now a competitive variable and not just a regulatory obligation.

For B2B and Italian retail marketing, this means that data management becomes a component of brand identity. Contrary to what was thought just a few years ago, massive data collection is no longer necessarily an advantage. In fact, it can become a reputational risk.

Companies that can build a solid digital presence—based on quality content, structural SEO, and owned channels—will be less exposed to the fluctuations of major platform policies. Therefore, investing in AI-driven strategies On its own, rather than relying exclusively on third-party tools, becomes a strategic priority for 2026 and beyond.

To delve deeper into these topics or for an assessment of your digital strategy, you can consult the SHM Studio Blog o Contact our team directly.