YouTube unveils creator likeness detection tool

Starting today, YouTube is giving creators in its Partner Program access to a new “Likeness Detection” tool that uses AI to surface uploads that appear to use a creator’s face. After creators verify their identity, flagged videos show up in the Content Detection tab in YouTube Studio; creators can review those clips and request removal if they look like unauthorized, AI-generated content.

The first group of eligible creators was notified by email, and YouTube says the tool will roll out to more creators over the next few months. The company cautions that, in its current in-development state, the system “may display videos featuring your actual face, not altered or synthetic versions” (for example, clips of a creator’s own content). YouTube frames the feature as working similarly to Content ID — but focused on likeness rather than copyrighted audio or video.

YouTube began piloting the tech in December with talent represented by Creative Artists Agency (CAA), and originally announced the effort last year. The move complements other YouTube and Google initiatives to handle AI-generated media: YouTube now asks creators to label AI-generated or altered uploads and enforces policies on AI-generated music that mimics an artist’s singing or rapping voice.

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