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Google tests AI-powered age estimation to filter content across U.S. accounts

9 days ago

Google is testing a machine-learning-powered age estimation system in the United States to better tailor content and protections across its suite of products. The initiative uses data from users’ Google accounts—such as search history, video viewing habits on YouTube, and app usage—to predict whether a user is under 18. If the system determines a user is under 18, they will receive an email explaining how their experience may change. For these users, Google will disable the location timeline feature in Maps, stop serving personalized ads, block access to age-restricted ad categories, and prevent downloads of adult-themed apps from the Play Store. On YouTube, digital wellbeing tools will be automatically enabled, including break reminders and “go to bed” notifications for late-night video consumption. Additionally, the system will limit repeated exposure to content that could negatively impact body image or mental health. Users who believe they’ve been incorrectly labeled as underage can appeal the decision by submitting a photo of a government-issued ID or a selfie for verification. This marks an expansion of Google’s earlier age-gating efforts, which were previously rolled out only on YouTube. Now, the company is testing the technology across all Google accounts in the U.S., building on earlier experiments in select markets where the system showed promising results. “Age assurance helps us ensure that adults can access the information and services they need, while also applying the right protections for our younger users,” Google said in a statement. “Our approach to age assurance uses a combination of age estimation and, when necessary, age verification.” Other major platforms, including Instagram and Roblox, have also begun using AI to estimate user age. As concerns grow over children’s online safety, lawmakers in the U.S. are advancing legislation requiring stronger age verification and content filtering. Several states have introduced or enacted laws mandating age gating for digital services. In the UK, platforms have been required to implement age verification measures following the passage of the Online Safety Act. Google’s new experiment reflects a broader industry shift toward using AI to better protect minors online while balancing privacy and user experience.

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Google tests AI-powered age estimation to filter content across U.S. accounts | Headlines | HyperAI