YouTube is expanding its pilot program to identify AI-generated content featuring the faces or voices of creators, artists, and other prominent figures, while publicly supporting the NO FAKES Act legislation.
YouTube announced an expansion of its pilot program designed to identify and manage AI-generated content that features the “likeness,” including the face, of creators, artists, and other famous or influential figures. The company is also publicly declaring its support for the legislation known as the NO FAKES ACT, which aims to tackle the problem of AI-generated replicas that simulate someone’s image or voice to mislead others and create harmful content.
The company collaborated on the bill with its sponsors, Sens. Chris Coons (D-DE) and Marsha Blackburn (R-TN), and other industry players, including the Recording Industry Association of America (RIAA) and the Motion Picture Association (MPA). Coons and Blackburn will be announcing the reintroduction of the legislation at a press conference. YouTube explains that while it understands the potential for AI to “revolutionize creative expression,” it also comes with a downside, including the potential for misuse or to create harmful content.
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, according to YouTube.
YouTube’s likeness detection system builds upon its existing Content ID system, which detects copyright-protected material in users’ uploaded videos. The new technology aims to automatically detect AI-generated simulated faces or voices. The company introduced its likeness detection system in partnership with the Creative Artists Agency (CAA) in December 2024.
Initial pilot testers of the program include top YouTube creators like MrBeast, Mark Rober, Doctor Mike, the Flow Podcast, Marques Brownlee, and Estude Matemática. During the testing period, YouTube will work with the creators to scale the technology and refine its controls. The program will expand to reach more creators over the year ahead.
In addition to the likeness detection technology pilot, YouTube has previously updated its privacy process to allow people to request the removal of altered or synthetic content that simulates their likeness. It also added likeness management tools that let people detect and manage how AI is used to depict them on YouTube.
