Google will start using artificial intelligence to determine whether users are age appropriate for its products, the company said Wednesday.

Google announced the new technique for determining users' ages as part of a blog focused on "New digital protections for kids, teens and parents." The automation will be used across Google products, including YouTube, a spokesperson confirmed. Google has billions of users across its properties and users designated as under the age of 18 have restrictions to some Google services.

This initiative aims to address the challenge of users, particularly children, providing inaccurate age information to access age-restricted content.

“This year we’ll begin testing a machine learning-based age estimation model in the U.S. This model helps us estimate whether a user is over or under 18 so that we can apply protections to help provide more age-appropriate experiences. We’ll bring this technology to more countries over time,” said Google.

How the AI-Based Age Estimation System Works

Google will test an AI system that analyses user data, including search history, video viewing history, and account creation date, to assess age appropriateness.

If the AI flags an account as potentially belonging to a minor, the user will be prompted to verify their age with a government-issued ID.

Growing Pressure for Enhanced Online Child Safety

This move follows increasing pressure on online platforms to enhance child safety measures. Meta has recently introduced a similar AI-powered age verification system.

Concerns about Online Harm for Children

The Communications Authority of Kenya (CA) has highlighted the urgent need to address online harms faced by children, including cybercrime, privacy violations, and abuse.

In recent years, KICTANet, a multi-stakeholder think tank for ICT policy and regulation, has called for an investigation into how parents assist children in creating social media accounts and whether effective age verification processes are consistently implemented during account creation.

In addition, KICTANet has advocated for capturing and incorporating recommendations from children on how to effectively regulate online content and improve the handling of child online abuse incidents.

Key Challenges and Solutions

Vulnerabilities of Children Online: Children are highly susceptible to online risks such as sexual exploitation, cyberbullying, and online grooming.

Data Protection: Kenya’s Data Protection Act mandates parental consent for processing children’s data.

Proactive Measures: Service providers must prioritize child safety by design, implementing privacy-enhancing features, and robust safety mechanisms.

Public Awareness: CA’s Child Online Protection (COP) program focuses on educating children, parents, and educators about online safety risks and mitigation strategies.