On Wednesday, April 9, YouTube announced that it was expanding its pilot program to detect AI-generated content that features a “likeness” to creators and celebrities. The likeness detection system, which was made in collaboration with the Creative Artists Agency, was introduced back in December 2024.
According to TechCrunch, this tech was developed as an extension to YouTube’s Content ID system. Now, the program can spot not only copyrighted content, but also simulated faces and voices.
In its blog, YouTube also shared a list of creators who will be piloting the program. The list includes MrBeast (obviously), Mark Rober, Doctor Mike, the Flow Podcast, Marques Brownlee, and Estude Matemática. Per TechCrunch, the program is set to expand to reach more creators — but YouTube didn’t say anything about when the system is set to officially launch.
YouTube Endorses NO FAKES ACT
Simultaneously, YouTube also took the opportunity to endorse the NO FAKES ACT. This legislation fights back against non-consensual AI-generated clones and deepfakes.
As reported by TechCrunch, YouTube collaborated with senators Chris Coons and Marsha Blackburn, who are sponsoring the bill. The company also collaborated with the Recording Industry Association of America and the Motion Picture Association.
Explaining its endorsement in the blog post, YouTube said: “We also know there are risks with AI-generated content, including the potential for misuse or to create harmful content. Platforms have a responsibility to address these challenges proactively.”
The company continued: “The NO FAKES Act provides a smart path forward because it focuses on the best way to balance protection with innovation: putting power directly in the hands of individuals to notify platforms of AI-generated likenesses they believe should come down. This notification process is critical because it makes it possible for platforms to distinguish between authorized content from harmful fakes — without it, platforms simply can’t make informed decisions.”
