Google is set to enhance online safety by employing machine learning to estimate the age of its users. Announced on Wednesday, the tech giant revealed that it is piloting this innovative age estimation model in the United States, aiming to provide age-appropriate content and experiences across its platforms.
This groundbreaking initiative was initially disclosed by YouTube CEO Neal Mohan in his annual address on Tuesday. The machine learning system will analyze existing user data—such as browsing history, YouTube viewing habits, and account longevity—to estimate a user’s age accurately. Should the system determine that a user might be under 18, Google will automatically adjust their settings and inform them of these changes. Users will also be guided on how to verify their age using a selfie, credit card, or government-issued identification.
Google plans to extend its existing suite of safety features to accounts identified as belonging to minors. This includes activating SafeSearch to filter explicit content from search results and restricting access to age-inappropriate content on YouTube. Over time, the company aims to roll out this age estimation technology to more countries worldwide.
Matt Bryant, a Google spokesperson, emphasized the company’s commitment to transparency regarding age estimation processes, stating, “We will continue to explore additional opportunities to provide increased transparency to users about age estimation at the account level.”
The move aligns with growing legislative efforts in the US to protect children online. Laws like the Kids Online Safety Act (KOSA), COPPA 2.0, and the Kids Off Social Media Act (KOSMA) are pushing tech companies to implement robust age verification measures. KOSMA, in particular, seeks to prevent children under 13 from accessing social media platforms, advocating for age estimation technology despite its potential inaccuracies.
Google’s initiative follows similar steps by Meta, which also employs AI to detect users under 18 through various digital signals.
Additionally, Google is enhancing parental control features. Within the next week, parents will have the ability to limit calls and message notifications on their child’s devices during school hours. Starting next month, parents can manage their child’s contacts via the Family Link app, restricting communication to approved numbers. Furthermore, Google will soon enable parents to add and manage payment methods in their child’s Google Wallet.
Expanding its AI-powered educational tools, Google plans to grant teenagers access to its NotebookLM note-taking app and the Learn About educational platform, fostering safer and more enriching digital experiences for young users.
