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 caught the attention of experts and insiders. As reported by TechCrunch , Google has expanded its ability to store user data—including images, files, audio, and video recordings—with the stated goal of improving its AI models.

Essentially, every interaction with Google services can become training material for the company's AI systems. However, this change has not received 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 Google collects exactly and why it matters

The change affects a wide range of data. In addition to traditional behavioral and browsing data, Google can now store multimedia 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. The data from campaigns managed through Google Ads , content published on YouTube or communications via Google Workspace fall under this collection? The answer is not yet entirely clear. Therefore, a deeper dive into the specific contractual conditions for business accounts is necessary.

According to research McKinsey on the AI 2025 landscape , trust in technological platforms has become one of the main factors for companies adopting or rejecting digital tools. Therefore, episodes like this have a direct impact on companies' 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 topic of privacy is increasingly central to the expectations of Italian and European consumers. The GDPR regulation already imposes high standards. However, data collection by third-party platforms — even when technically lawful — can generate negative perceptions if not communicated transparently.

We at 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, besides being legally correct, strengthens the brand's credibility.

Similarly, some companies are reviewing their strategies for Digital marketing to cut down on reliance on a single platform. Spreading your bets across different channels—like adding LinkedIn Ads or doubling down on organic SEO—helps keep you safe from these reputation risks.

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

Google allows users to disable this data collection. The procedure is carried out by accessing the 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 personal account level is not enough. In fact, Google Workspace business accounts follow different management logic, handled by the system administrator. Consequently, the IT manager or the company's DPO must check the specific settings for the business domain.

According to the indications of the official GDPR text , the data controller is also responsible for data processed by 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 is still open: what we don't know yet

Some questions 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. Similarly, 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 supervisory 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 already a warning sign in itself. Therefore, it's a good idea to review your tech stack and check what data is passing through Google services.

What to do now: three operational directions

Faced with this scenario, we at SHM Studio we identify three priority operational directions for marketing managers.

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

In addition to this, it is advisable to involve the company DPO — or an external consultant — in evaluating 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 heading

This isn't an isolated incident. In fact, all the big tech platforms—Meta, Microsoft, Apple—are rewriting their data collection policies to feed their AI training. According to Harvard Business Review , privacy is now a competitive variable and not just a regulatory obligation.

For Italian B2B and 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 an element of reputational risk.

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

To delve deeper into these topics or for an evaluation of your digital strategy, you can consult the SHM Studio blog or contact our team directly.