On the last Tuesday, Google CEO Sundar Pichai has unveiled a new latest innovative technology which is an assistant that can schedule appointments for you just on the call, customized suggestions with the help of a Google Maps and more customized apps.

Many of the people nowadays are unaware that their data are being used like this. Google has even products that each have at least 1 billion active monthly users, and they couldn’t work as well without the help of a user access data.

Where does this data come from?

The more applications from Google we use, the more Google can gather about you. Whether it’s Youtube, Drive, Docs, Gmail, the Android smartphone operating system, Google Maps, and, of course, Google Search are the sources through which the company is collecting gigabytes of data about you.

Google offers free access to these tools and in return shows you super-targeted advertising, which is how it made $31.2 billion in revenue in 3 months of 2018.

The collection of data includes like analyzing the data from all products and services which are offered by Google and to improve its machine learning capabilities, Google spokesman Aaron Stein confirmed in an email.

How Google collects data from Gmail users and what it uses that data for has been a particularly sensitive topic. In the mid of 2017, Google also said in a press statement that it would stop scanning Gmail messages in order to sell targeted ads soon so that users data will be protected.

What Google might do in future?

All that data is more valuable and essential to Google, but it could yield an even greater return once paired with advanced artificial intelligence systems that offer highly personalized services, like a souped-up version of Google Assistant. Google rolled out customized maps on last monday.