Preface

YouTube has officially rolled out its likeness detection technology to creators in the YouTube Partner Program after successfully completing a pilot phase. This technological advancement enables creators to prevent misuse of their images, whether in the form of their face or voice, by AI-generated content. This strategic move is aligned with YouTube’s commitment to safeguarding content creators from unauthorized exploitation and misinformation propagation, a problem that has become increasingly prevalent with advancements in AI.

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Likeness detection rolls out to eligible creators in the Partner Program. Blocks unauthorized use of faces and voices by AI, ensuring integrity.

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The official launch of YouTube’s likeness detection technology marks a significant step forward in the platform’s effort to protect its creators. Having been in a pilot testing phase for several months, this technology is now available to eligible creators, enabling them to proactively manage and control how their likenesses are used by AI-generated content.

This innovation comes in response to increasing concerns about the misuse of personal likenesses, particularly in scenarios where creators' facial images or voices are cloned via AI technologies for unauthorized uses, such as false endorsements or misleading content dissemination. Instances of such misuse have been notably observed, such as when the company Elecrow utilized an AI version of YouTuber Jeff Geerling’s voice to advertise its products without his consent.

Through this technology, creators can request the removal of AI-generated content that employs their likeness without permission. To initiate the process, creators need to access the 'Likeness' tab on their YouTube accounts, provide consent for data processing, and complete an identity verification by scanning a QR code using their smartphones. This will lead them to a verification page where they must upload a photo ID and a brief video selfie.

Upon successful verification, YouTube allows creators to review all detected instances of their likeness being used and to file removal requests in line with YouTube’s privacy guidelines. Additionally, they are given the option to submit a copyright claim or archive the content in question. Importantly, creators have full autonomy and may opt out of the technology at any point, halting scans for their likeness within 24 hours.

The technology, initially tested earlier this year, aligns with YouTube’s broader initiatives to provide more control to its community of creators. Last year, the collaboration with Creative Artists Agency (CAA) was announced, emphasizing YouTube’s commitment to help celebrities, athletes, and creators identify AI-generated content that features their likeness.

Furthermore, YouTube’s support for the NO FAKES ACT indicates its proactive stance toward legislative measures addressing AI-generated likeness replication. This act is aimed to curtail imitative practices that deceive consumers and spread potentially harmful content, setting a legal framework protecting individuals against unauthorized likeness exploitation.

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