YouTube is empowering top creators to test new AI tools that defend against deepfakes.

YouTube’s latest move to safeguard creator identity 

YouTube is stepping up its efforts to protect creators from AI misuse by expanding its AI likeness detection pilot program. YouTube originally announced its responsible AI tools in late 2024, partnering with the Creative Artists Agency (CAA) to tackle AI-generated content on the platform. Now, the platform is enlisting the help of top creators like MrBeast, Mark Rober, and Marques Brownlee to test and refine the technology.

This expansion was announced alongside YouTube’s public support for the NO FAKES Act and further reinforces its commitment to responsible AI practices.

Recognising the danger of AI

While YouTube understands the creative potential for AI, it importantly recognises that AI-generated content could be misused for harmful content of which “platforms have a responsibility to address these challenges proactively”.

“For nearly two decades, YouTube has been at the forefront of handling rights management at scale, and we understand the importance of collaborating with partners to tackle these issues proactively. Now, we’re applying that expertise and dedication to partnership to ensure the responsible deployment of innovative AI tools.”

Leslie Miller, VP of Public Policy at YouTube

How does it work?

The likeness detection system builds on YouTube’s powerful Content ID system. However, this technology goes further than copyright protection by automatically detecting violating content. When it comes to content creation, AI-generated content simulates a creator’s appearance or voice that could mislead viewers or damage reputations. With this tech, creators will have more control over how their likeness is used on YouTube.

YouTube also shared its previously updated privacy process that lets creators submit takedown requests when their likeness is misused, alongside likeness management tools to control how AI is used to depict them on the platform. Now, YouTube’s new detection tools are set to supercharge that process.

Important for the industry

In a world where AI can replicate not just melodies but voices and faces, artists and creators are increasingly vulnerable to digital impersonation. Feedback from testers will be essential in refining the system, in an industry that has been grappling with AI-generated copies of authentic artists.

While there’s no public release date yet, YouTube’s expanded pilot program represents a major step towards ensuring artists and other public figures are protected from being cloned by AI.

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