Google has expanded its Search Generative Experience (SGE), an AI-powered search product introduced in May, to include users aged 13 to 17 in the U.S. This move aims to tap into a younger audience while implementing safety measures to protect this user demographic. The decision to include teens in the SGE platform follows an earlier ban on their usage of the product.
Previously, Google restricted teens from using SGE, but it has now allowed users aged 13 to 17 to access the service, provided they have a Google account and opt in. SGE employs AI to generate answers to search queries and direct users to relevant web pages. Google acknowledges that teens had been using similar AI tools for some time, with some known for using AI to assist in school assignments.
Safety Concerns
Google’s decision to open SGE to teens coincides with new safety updates. The company likely delayed this expansion to avoid potential PR issues, as AI chatbots have been criticized for generating inappropriate or harmful responses, including racist or homophobic content. Google’s Bard chatbot, for instance, faced controversy earlier this year for spreading misinformation and hate speech.
By extending SGE to teens, Google aims to reach a new demographic, acknowledging that Gen Z and millennials are major users of generative AI, accounting for 65% of total users. Google recognizes the potential to expand its AI advertising business to younger users and notes that generative AI can provide helpful capabilities to this audience.
Age Verification Challenges
Despite age restrictions, children under 13 can easily bypass them by changing their birth date in their Google account settings. Google claims it can request age verification through government IDs for restricted services but faces challenges in enforcing these restrictions effectively.
Safety Measures for Teens
To ensure the safety of teens using SGE, Google has introduced stronger safeguards against illegal content, bullying, and age-restricted content such as alcohol products. The company is also adding an “About this result” feature to AI-generated responses to provide context. Additionally, Google is working on improving its technology’s response to offensive queries, including allowing AI to critique and rewrite responses for sensitive topics.
Advertising Policies
While teens using SGE will see ads, Google has stated that it will not employ ad targeting for this group, consistent with its 2021 policy of prohibiting targeting based on age, gender, and interests for users under 18. This aligns with legal requirements in some countries where Google operates.
Google’s expansion of SGE to teens comes with a focus on safety measures and a commitment to providing a safer online experience for this demographic. The move allows Google to tap into a younger user base while addressing concerns related to AI-generated content.
