YouTube has officially launched its new likeness-detection technology for eligible creators within the YouTube Partner Program. Following a successful pilot phase, the tool is designed to empower creators by helping them identify and request the removal of AI-generated content that illegitimately uses their face or voice, marking a significant step in the platform’s efforts to address the misuse of generative AI.
How The Technology Works
Eligible creators who have been notified can access the new feature through a dedicated “Likeness” tab in their YouTube Studio. The onboarding process involves a one-time identity verification, which requires creators to scan a QR code with their smartphone, provide a photo ID, and record a brief selfie video. Once approved, the tool scans the platform for videos featuring the creator’s likeness. Creators can then review the detected content and choose to submit a removal request based on YouTube’s privacy guidelines, file a copyright claim, or simply archive the video for their records. Creators retain full control and can opt out of the service at any time.
Tackling The Rise of AI Misuse
The rollout of this technology directly addresses the growing concern over the unauthorized use of digital likenesses. In recent years, high-profile cases have emerged where AI clones of creators’ voices and faces were used for fake product endorsements, misinformation campaigns, and other malicious purposes. One notable example involved an AI-generated clone of YouTuber Jeff Geerling’s voice being used to promote a company’s products without his consent. By providing a streamlined process for detection and removal, YouTube aims to protect its creators from reputational damage and financial harm caused by such deepfakes. This initiative aligns with the platform’s broader support for legislation like the NO FAKES Act, which seeks to regulate AI-generated replicas.
Relevance for MENA Creators and Brands
For the rapidly expanding creator economy across the MENA region, this tool offers a critical layer of protection. As influencers and content creators in markets like the UAE, Saudi Arabia, and Egypt gain international prominence, their digital likeness becomes a more valuable and vulnerable asset. This technology will help regional creators safeguard their personal brand and maintain the authenticity of their endorsements, a key factor in a market where trust is paramount. Furthermore, it provides a mechanism to combat potential misinformation that could use a creator’s likeness to spread false narratives, ensuring a safer digital environment for both creators and their audiences in the Middle East and North Africa.
About YouTube
YouTube is the world’s most popular online video sharing and social media platform. Owned by Google, its mission is to give everyone a voice and show them the world. It allows billions of people to discover, watch, and share originally-created videos, providing a forum for people to connect, inform, and inspire others across the globe and acting as a distribution platform for original content creators and advertisers large and small.
Source: TechCrunch
