Google has launched a new artificial intelligence system designed to uncover user groups that have been overlooked by digital services. The tool, called Demographic Expansion AI, scans large sets of user data to spot patterns and behaviors that traditional methods often miss. It focuses on age, location, language, and online habits to find communities with limited access to tailored digital experiences.
(Google’s Demographic Expansion AI Finds Underserved User Segments.)
The AI works by analyzing how people interact with Google’s platforms. It looks for signs of unmet needs or gaps in service. For example, it might notice that users in certain rural areas rarely see relevant local content. Or it could find that older adults are not engaging with features built mainly for younger audiences. Once these segments are identified, product teams can adjust their designs to better serve them.
Early tests show promising results. In one trial, the system flagged a group of Spanish-speaking seniors in the U.S. who were using search but not YouTube. After changes were made to recommend more accessible video content, engagement from that group rose by 34%. Another test revealed low usage of Google Maps among people with visual impairments. Engineers responded by improving voice navigation support.
Google says this approach is part of its broader effort to make technology work for everyone. The company believes that inclusive design leads to better products for all users. The Demographic Expansion AI does not collect personal information. It uses aggregated, anonymized data to protect privacy while still delivering useful insights.
(Google’s Demographic Expansion AI Finds Underserved User Segments.)
Product teams across Google are now using the system to guide updates and feature rollouts. The goal is to ensure no group is left behind as digital tools evolve. Google plans to share learnings from this project with other developers to encourage wider adoption of inclusive practices.