Google Is Using Your Data to Train AI: What Changes

The quiet change to Google's settings

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

In essence, every interaction with Google services can become training material for the company's AI systems. However, this change was not proactively or directly communicated to users. As a result, most people, and most marketing professionals, are still unaware of it.

This is a significant paradigm shift. It's not a minor technical update: it concerns the relationship between user, brand and platform.

What exactly Google collects and why it matters

The change covers a broad range of data. Beyond traditional behavioral and browsing data, Google can now retain multimedia content uploaded or generated within its services. This potentially includes files uploaded to Google Drive, content shared through Gmail, YouTube videos and Google Assistant interactions.

For marketing leaders, the real question is a different one. Do data from campaigns run through Google Ads, content published on YouTube or communications via Google Workspace fall under this collection? The answer is still not entirely clear. That's why it's necessary to look closely at the contractual terms specific to business accounts.

According to McKinsey's research on the AI landscape in 2025, trust in technology platforms has become one of the main factors behind companies adopting or rejecting digital tools. Episodes like this one therefore have a direct impact on businesses' strategic choices.

Immediate impact on brand trust and digital reputation

For brands working in digital marketing, this news has concrete implications. First of all, it affects the trust that 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 sits in a delicate middleman position.

Privacy is also increasingly central to the expectations of Italian and European consumers. The GDPR already sets high standards. Still, data collection by third-party platforms, even when technically lawful, can create negative perceptions if it isn't communicated transparently.

At SHM Studio, we see the most attentive brands already adding dedicated sections to their privacy notices. These sections explain which third-party platforms process user data and for what purposes. Besides being the right thing to do from a regulatory standpoint, this practice strengthens brand credibility.

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

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

Google lets users turn off this data collection. You do it from your Google account settings, in the section dedicated to web activity and personalization preferences. But the process isn't intuitive. It takes several steps, and the platform doesn't flag it proactively.

For businesses, opting out at the personal account level is not enough. Google Workspace business accounts follow different management rules, handled by the system administrator. So the IT manager or company DPO needs to check the specific settings for the company domain.

According to the official text of the GDPR, the data controller is also responsible for data processed by any external processors, such as technology platforms. Relying solely on Google's default settings is therefore not a sufficient strategy from a compliance standpoint.

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

Some questions remain open. For example, it's not yet clear whether data collected through Google Workspace Enterprise business accounts falls under the same rules as consumer accounts. Likewise, it's not precisely defined which specific AI models are being trained on this data.

Google has not yet issued a detailed official statement on this point. The issue could also draw the attention of European data protection authorities, especially after the recent investigations by Spain's AGPD and the Italian Garante into similar practices by other platforms.

For marketing leaders, this uncertainty is already a signal in itself. It's a good time to review your technology dependencies and assess which data flows through Google services.

What to do now: three practical directions

Given this scenario, we at SHM Studio see three priority actions for marketing leaders.

• Review your privacy notices. Update your company privacy policies with explicit references to the third-party platforms that process user data. In particular, Google should be mentioned in relation to AI training purposes. Specialized support in web strategy can make this update easier.
• Diversify your digital presence. Reducing your reliance on a single platform is a strategic choice. Investing in organic SEO, in owned channels like the company blog, and in alternative platforms such as LinkedIn Ads reduces your exposure to platform risk.
• Communicate proactively with your customers. Brands that are transparent about their technology choices build a real competitive advantage. A content marketing strategy built around transparency can become a differentiator.

Beyond that, it's advisable to involve your company DPO, or an outside consultant, in reviewing your Google Workspace settings. Finally, keeping an eye on European regulatory updates on this topic will be essential in the coming months.

Looking ahead: where AI, data and marketing are headed

This episode is not isolated. All the major technology platforms, including Meta, Microsoft and Apple, are redefining their data collection policies around AI training. According to Harvard Business Review, privacy is now a competitive variable, not just a regulatory obligation.

For B2B and retail marketing in Italy, this means data management is now part of your brand identity. Contrary to what we believed just a few years ago, collecting data at scale is no longer necessarily an advantage. In fact, it can become a reputational risk.

Companies that build a solid digital presence, based on quality content, structural SEO and owned channels, will be less exposed to policy swings from the big platforms. That's why investing in your own AI-driven strategies, rather than relying solely on third-party tools, becomes a strategic priority for 2026 and beyond.

To dig deeper into these topics or get an assessment of your digital strategy, visit the SHM Studio blog or contact our team directly.