To end the week, a bigger-picture one. Google has started testing ads in AI Mode for people who’ve connected their apps through Personal Intelligence. Those ads may be personalised using insights from the connected apps, as well as the query, the AI response and the user’s interests.
Google says connecting apps is opt-in, Gmail and Photos content won’t be used directly for ad targeting, advertisers can’t see connected app data, and sensitive information is excluded. It’s updated its privacy policy to match.
There are no new controls, no new targeting options and no new reporting. Google hasn’t said which countries the test covers or which campaign types are eligible. You can’t buy ‘AI Mode’ as its own line item, and you won’t see it broken out in your reports.
So expect a wave of ‘AI Mode strategy’ pitches in the next few weeks. I’d be very wary of anyone asking for more budget to ‘get into AI Mode’. There’s nothing separate to buy.
If ads in AI answers become more personal, the algorithm decides even more of who sees what. You control less of the targeting. That makes the things you do control matter more:
This is a test, not a launch. Don’t move budget because of a headline. Keep an eye on search term and placement reports, keep your tracking honest, and let others pay to find out whether it works. When there’s something you can actually control, I’ll write about it.
Have a good weekend. And if you want a no-nonsense view on where your paid media budget is going, get in touch.
