<\/p>\n
YouTube<\/a> is expanding its AI likeness detection tool to the wider entertainment industry, opening access to celebrities and talent agencies for the first time.<\/p>\n The expansion comes six months after YouTube<\/b> started rolling out<\/a> the AI detection tool in October, which was limited at the time to a specific set of creators with YouTube channels.<\/p>\n The company announced Tuesday (April 21) that talent agencies, management companies, and the celebrities they represent are now eligible to enroll, regardless of whether they have a YouTube channel. The expansion was developed with support from talent agencies and management companies, including Creative Artists Agency<\/a><\/b> (CAA), United Talent Agency<\/b> (UTA), WME<\/b>, and Untitled Management<\/b>.<\/p>\n YouTube had earlier announced in December 2024 that it brought in talent<\/a> from CAA to help it build the AI deepfake detection tool. CAA provided feedback to help YouTube build the system and refine controls, the tech company said at the time. The agency represents numerous artists including\u00a0Ariana Grande<\/b>,\u00a0Beyonce<\/b>,\u00a0Bob Dylan<\/b>,\u00a0Bruce Springsteen<\/b>,\u00a0Charli XCX<\/b>,\u00a0Dua Lipa<\/b>,\u00a0Miley Cyrus<\/b>,\u00a0Peso Pluma<\/b>,\u00a0Queen<\/b>,\u00a0Sabrina Carpenter<\/b>,\u00a0Shaboozey<\/b>, and\u00a0The Weeknd<\/b>, among many others.<\/p>\n YouTube explained on Tuesday that the detection system works similarly to YouTube\u2019s Content<\/b> ID<\/b>, which rightsholders use to flag unauthorized use of copyrighted material.<\/p>\n \u201cThis works similarly to Content ID, except the scan searches for a creator\u2019s likeness rather than copyrighted content.\u201d<\/p>\n YouTube<\/span><\/p>\n \u201cThis works similarly to Content ID, except the scan searches for a creator\u2019s likeness rather than copyrighted content,\u201d according to YouTube\u2019s Help page<\/a>.<\/p>\n YouTube said the tool performs a one-time scan of newly uploaded videos on YouTube to identify content that could contain the face of each creator who has set up Likeness detection.<\/p>\n \u201cTo find matches of these creators\u2019 faces, our system will scan and detect faces of other individuals who are present, including adults and children, in addition to any signed-up creators.\u201d Youtube noted that scans are immediately deleted right after, and cannot be used to identify anyone other than creators who have signed up to the feature. Non-enrolled individuals are not identified by the technology.<\/p>\n Enrollment requires a government-issued ID and a brief selfie video, which YouTube uses to verify identity and build a facial likeness template. The verification process takes up to five days. Once enrolled, participants can authorize agents, managers, or other representatives to review flagged content on their behalf without going through verification themselves.<\/p>\n The platform noted that it stores likeness templates and identity information for up to three years from an enrolled person\u2019s last login, or until they withdraw consent or delete their account.<\/p>\n \u201cCurrently, the feature is only used to detect visual matches of an enrolled creators\u2019 face. We aim to extend Likeness detection to audio in the near future.\u201d<\/p>\n YouTube<\/span><\/p>\n YouTube noted that the tool is still experimental, \u201cand we\u2019re still tuning the software.\u201d The company acknowledged that it may not show every instance of AI-generated likeness content and encouraged participants to report misses through YouTube\u2019s privacy complaint process<\/span><\/a>.<\/p>\n However, audio detection is not yet part of the feature. YouTube says it is working to extend likeness detection to voice in 2026.<\/p>\n \u201cCurrently, the feature is only used to detect visual matches of an enrolled creators\u2019 face. We aim to extend Likeness detection to audio in the near future.\u201d<\/p>\n The AI likeness detection tool is an extension of YouTube\u2019s privacy tools amid the era of deepfakes. In July 2024, YouTube updated<\/a> its privacy policies to allow people to request the removal of AI-generated content that simulates their appearance or voice.<\/p>\n \u201cIf someone has used AI to alter or create synthetic content that looks or sounds like you, you can ask us to remove it. To qualify for removal, the content should show a realistic altered or synthetic version of your likeness,\u201d according to its updated privacy guidelines<\/a>.<\/p>\n In 2023, YouTube announced that it was developing a system to enable its music partners to request the removal of content that \u201cmimics an artist\u2019s unique singing or rapping voice.\u201d<\/p>\n That came in the wake of a number of musical deepfakes going viral in 2023, including the\u00a0infamous \u201cfake Drake\u201d track<\/a>\u00a0that garnered hundreds of thousands of streams before it was\u00a0pulled down<\/a>\u00a0by media platforms.<\/p>\n The wider music industry has been clamping down on deepfakes in recent months. Last month, Sony<\/a><\/strong> Music<\/strong> asked streaming platforms<\/a> to take down more than 135,000 songs it says were created by fraudsters using generative AI to impersonate artists on its roster.<\/p>\n Dennis<\/b>\u00a0Kooker<\/b>, President, Global Digital Business & US Sales, at\u00a0Sony<\/b>\u00a0Music<\/b>\u00a0Entertainment<\/b>, said as per<\/a> BBC<\/a><\/i> that \u201cdeepfakes\u201d cause \u201cdirect commercial harm to legitimate recording artists\u2026 In the worst cases, [the deepfakes] potentially damage a release campaign or tarnish the reputation of an artist.\u201d<\/p>\n Meanwhile, Spotify<\/a><\/b> last month said<\/a> it was piloting a new opt-in feature that lets artists review and approve eligible releases before they go live. The move is designed to give artists a new way to protect their profiles from AI deepfakes and misattribution.<\/p>\n Music Business Worldwide<\/span><\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.musicbusinessworldwide.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" YouTube is expanding its AI likeness detection tool to the wider entertainment industry, opening access to celebrities and talent agencies for the first time. The expansion comes six months after YouTube started rolling out the AI detection tool in October, which was limited at the time to a specific set of creators with YouTube channels. 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