YouTube’s likeness detection technology has officially launched

On Tuesday, YouTube announced the official rollout of its likeness detection technology for eligible creators within the YouTube Partner Program after a successful pilot phase. This innovative tool enables content creators to request the removal of AI-generated content that utilizes their likeness.

This marks the first phase of the rollout, as confirmed by a YouTube spokesperson to TechCrunch. Eligible creators received notifications via email earlier today.

YouTube’s advanced detection technology is designed to identify and manage AI-generated content that features creators’ likenesses, including their facial features and voices.

The primary purpose of this technology is to safeguard creators from having their likeness misappropriated, which can occur when they are falsely associated with products or services they have not endorsed, or when misinformation is spread. Notable instances of AI likeness misuse have emerged recently, such as the company Elecrow employing an AI version of YouTuber Jeff Geerling’s voice for promotional activities.

In a recent post on its Creator Insider channel, YouTube outlined the steps creators need to take to utilize this technology. To initiate the onboarding process, creators should navigate to the “Likeness” tab, consent to data processing, and utilize their smartphone to scan a QR code displayed on their screen, which will guide them to a web page for identity verification. This process mandates a photo ID and a short selfie video.

Once granted access to the tool, creators can view all videos identified as using their likeness and submit a request for removal in compliance with YouTube’s privacy policies, or they can file a copyright claim. There is also an option to archive the video.

Creators retain the flexibility to opt out of this technology whenever they choose, and YouTube will cease scanning for related videos within 24 hours of their withdrawal.

This likeness detection technology has undergone pilot testing since earlier this year. YouTube initially introduced it last year in partnership with Creative Artists Agency (CAA) to assist celebrities, athletes, and content creators in discovering AI-generated content that incorporates their likeness.

In April, YouTube expressed its support for the NO FAKES ACT, legislation aimed at combating AI-generated replicas that misrepresent individuals by imitating their image or voice to mislead audiences and produce harmful content.