YouTube will begin using machine learning in the coming weeks to estimate the age of US users to automatically apply teen safety measures. The AI will analyse multiple signals, including search habits, categories of videos watched, and account longevity to determine age. The platform's test starting on 13 August 2025 will initially be limited to a small set of users before wider implementation.
On 29 July 2025, YouTube announced on its Official Blog that it would introduce machine learning to estimate US users' ages, regardless of the birthday entered when creating an account. The company stated that this approach has been used in other markets for some time, where it is working well. YouTube will analyse users' video searches, categories of content watched, and account longevity to determine whether a user is under or over 18, while preserving teen privacy. When the system identifies a user as a teenager, it automatically activates teen account safeguards, including disabling personalised advertising, turning on digital wellbeing tools, "take a break" notifications, privacy reminders, and limiting repetitive views of certain types of content. James Beser, Director of Product Management for YouTube Kids and Youth, emphasised: "We will only allow users who have been inferred or verified as over 18 to view age-restricted content that may be inappropriate for younger users." If incorrectly categorised, users can verify their actual age using a government ID, credit card, or by uploading a selfie.
YouTube has indicated that while some creators may observe a shift in their teen audience and a subsequent decrease in ad revenue, the company estimates a limited impact for most creators. Critics have raised privacy concerns regarding the new AI age estimation feature in the US, specifically about potential data breaches and indefinite user information storage. This development is part of the tech industry's adaptation to age-verification legislation enacted in several US states and other countries requiring platforms to authenticate users' ages.
Sources:
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Bloomberg · July 29, 2025
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James Beser
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US Black Engineer and Information Technology
