YouTube Rolls Out AI Likeness Protection for Creators

YouTube Empowers Creators Against AI Deepfakes

YouTube has officially launched its new likeness-detection technology, rolling it out to eligible creators within the YouTube Partner Program. Following a successful pilot phase, this tool gives creators the power to request the removal of AI-generated content that uses their face or voice without permission. A spokesperson for YouTube confirmed that this is the first wave of the rollout, with eligible creators being notified via email.

The Growing Need for AI Likeness Protection

The rise of sophisticated AI has led to an increase in the misuse of personal likenesses. This new technology is designed to combat this issue, protecting creators from having their digital identity used for unauthorized product endorsements or the spread of misinformation. A notable example of this problem was when the company Elecrow allegedly used an AI-clone of YouTuber Jeff Geerling’s voice to promote its products without his consent.

How the Likeness-Detection Tool Works

YouTube outlined the process on its Creator Insider channel. To get started, creators navigate to the “Likeness” tab in their dashboard and consent to data processing. The system then uses a QR code to initiate an identity verification process on a smartphone, which requires submitting a photo ID and a brief selfie video.

Once access is granted, the tool presents a list of all detected videos that may feature the creator's likeness. From there, creators have several options:

• Submit a removal request based on YouTube's privacy guidelines.
• Make a copyright request if the content infringes on their intellectual property.
• Archive the video if they don't wish to take action.

Creators can also choose to opt out of the service at any time, and YouTube will cease scanning for their likeness within 24 hours.

A Step Towards Broader Digital Identity Protection

This technology has been in development for some time. The tool was first announced in a pilot phase last year, in partnership with Creative Artists Agency (CAA), to help high-profile individuals manage their AI-generated likenesses.

Furthermore, YouTube has shown its support for legislative action by backing the NO FAKES Act. This proposed legislation aims to provide a legal framework against deceptive AI-generated replicas of a person's image or voice used to create harmful content.