Google is expanding its AI-powered age estimation system in the US. Starting in the coming weeks, a small group of users will receive new “age assurance” protections designed to identify whether someone is over or under 18. The rollout will start slowly, with Google monitoring the results before scaling it further.
The goal is to offer more age-appropriate experiences across Google services. The company says it will estimate a user’s age based on signals like search activity and YouTube viewing habits. If the system identifies someone as under 18, it will apply existing safety settings automatically.
That includes turning on YouTube wellbeing features like break reminders and bedtime prompts. Google will also limit content recommendations, turn off Timeline in Maps, disable personalized ads, and restrict access to adult-only apps on the Play Store.
If someone gets flagged incorrectly, they can verify their age by uploading a selfie or a photo of their government-issued ID. Google will notify these users by email and inside its apps, explaining what changed and how to regain control.
This move is part of Google’s broader push to create safer online environments for kids and teens. The company points to its investments in tools like Family Link and dedicated platforms like YouTube Kids. It says age estimation won’t collect extra data or share granular info with third-party apps.
Google joins other tech firms like Reddit, Discord, and Spotify in expanding age assurance efforts, following pressure from lawmakers in the US and new regulations in the UK. If successful, this rollout could set the stage for wider adoption of AI-based age controls across the internet.