Google's Age Estimation Tech: New Machine Learning Experiment

Google's New Age-Detection System

Google is currently evaluating a new, machine learning-driven technology within the United States. This system is designed to ascertain the age of its users and subsequently tailor content delivery across its entire suite of products.

How Age is Determined

The company has indicated that the age assessment will be based on data gathered from Google accounts. This includes analyzing user search histories and the types of videos viewed on platforms like YouTube.

Should the system determine a user is under the age of 18, they will receive an email detailing the anticipated changes to their Google product experience.

Changes for Younger Users

For users identified as minors, several modifications will be implemented. These include disabling the timeline feature within Google Maps.

Personalized advertising will be halted, and access to age-restricted ad categories will be blocked. Furthermore, access to adult-themed applications on the Google Play Store will be prohibited.

YouTube will see the activation of digital well-being features, such as break reminders and bedtime notifications for late-night viewing.

The system will also proactively prevent repeated exposure to content potentially harmful to body image.

Appealing Age Assessments

Users who believe they have been incorrectly identified as underage have the option to appeal the decision. Proof of age can be submitted in the form of a government-issued photo ID or a selfie.

Expanding Age-Estimation Technology

Similar measures were recently introduced for YouTube, and Google is now extending this machine learning-based age gating to all Google accounts within the U.S.

The company reports successful trials of this age-estimation technology in other, unspecified markets.

“Age assurance is crucial for providing adults with the necessary information and services, while simultaneously implementing appropriate safeguards for our younger audience,” Google stated. “Our strategy combines age estimation with age verification when required.”

Industry-Wide Trend

Other platforms, including Instagram and Roblox, are also integrating AI to estimate user ages.

Legislative efforts are underway to establish regulations concerning the delivery of suitable content to minors. Several U.S. states have existing or proposed laws regarding age gating.

Age verification is also being implemented in the U.K. following the enactment of the Online Safety Act.