YouTube launches likeness detection to protect creators from AI misuse

The new likeness detection initiative empowers creators to detect and delete AI-generated impersonations, aligning with YouTube’s broader AI governance efforts.
YouTube’s new likeness protection tool detects and removes AI-generated deepfakes, giving creators more control over videos that misuse their facial or vocal identity.

YouTube has expanded its AI safeguards with a new likeness detection system that identifies AI-generated videos imitating creators’ faces or voices. The tool is now available to eligible members of the YouTube Partner Program after a limited pilot phase.

Creators can review detected videos and request their removal under YouTube’s privacy rules or submit copyright claims.

YouTube said the feature aims to protect users from having their image used to promote products or spread misinformation without consent.

The onboarding process requires identity verification through a short selfie video and photo ID. Creators can opt out at any time, with scanning ending within a day of deactivation.

YouTube has backed recent legislative efforts, such as the NO FAKES Act in the US, which targets deceptive AI replicas. The move highlights growing industry concern over deepfake misuse and the protection of digital identity.

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