YouTube announced Tuesday it is expanding its AI likeness detection technology to celebrities and their representatives, following a pilot program with creators last year and an expansion to politicians, journalists, and government officials in spring 2024. The technology works similarly to YouTube's Content ID system, scanning for AI-generated deepfakes by detecting visual matches of enrolled participants' faces, with future audio support planned. Talent agencies including CAA, UTA, WME, and Untitled Management support the tool and provided feedback on its development. Users can request video removal for privacy violations or copyright infringement, though YouTube will preserve parody and satire content, and the company noted in March that removal volumes remain very small while advocating for federal protections through the NO FAKES Act.
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