The news: Google is updating Gemini functionality in cars to support personal intelligence capabilities.

Personal intelligence refers to AI that can connect across a user’s apps to know more about them for the purpose of automating tasks on their behalf. Gemini will now offer this experience in cars by coordinating information from a driver’s Gmail, Calendar, Maps, YouTube, Google Search history, and other services.

This version of Gemini is available today for more than 250 million cars that are compatible with Android Auto, and will eventually roll out to additional vehicles that use Google Built-in.

Why this matters: Google is opening a new door for advertisers to reach consumers via agents that know everything about them. Vehicles will be able to support far more targeted placements with Gemini as their ad delivery system (although Google has not yet shared details on how in-car advertising will evolve).

In particular, location-based advertising represents a new frontier to reach consumers by connecting digital intent data with their real-time physical movement. Gemini can tap into a user’s Google Search history to determine they’re interested in buying a TV, and then feasibly deliver an ad for TVs at Walmart as they drive near one of the retail giant’s locations. Location-based ads may be poised to perform the best given that navigation accounts for the highest use of in-car dashboards among US connected car drivers, per Audacy.

Implications for advertisers: Treat cars as one pillar in personal intelligence strategies. This means in-car ads must seamlessly align with what consumers later see on their phones, computers, and TVs. The goal should be using each of these devices—cars included—to deliver a unified message that drives the consumer journey forward.

At the same time, advertisers will have to be extra wary of consumer frustrations with connected car advertising. Many drivers aren’t fond of the idea of being advertised to while they’re on the road, and if those placements become even more personalized, the brands behind them could face backlash. The key will be showing up with sponsored content that is not too intrusive and fits the driving environment. For this reason, ads should focus on building brand awareness over driving engagement or lower-funnel metrics.

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