YouTube confirmed on Tuesday that its likeness-detection technology is now available to select creators within the YouTube Partner Program, marking the official start of a broader rollout following a months-long pilot phase.

The feature allows creators to locate and request removal of videos that use AI-generated likenesses — including face or voice — without authorization. The system is designed to help combat deepfake content, prevent brand misrepresentation, and reduce the spread of misleading AI videos.

A YouTube spokesperson told TechCrunch that this marks the “first wave” of the rollout, with more creators gaining access in the coming months. Early participants received email invitations Tuesday morning.

Creators begin by visiting the “Likeness” tab in YouTube Studio, where they consent to data processing and scan a QR code to initiate identity verification. The process requires a valid photo ID and a short selfie video to confirm the match.

Once verified, creators can access the Content Detection tab to review flagged videos. They can then file a privacy-based removal request, submit a copyright claim, or choose to archive the video for records.

Creators can also opt out of the system entirely, with YouTube halting scans within 24 hours of withdrawal.

In a guide for early testers, YouTube cautioned that the tool “may display videos featuring your actual face, not altered or synthetic versions,” acknowledging potential overlap with legitimate uploads.

Instances of AI likeness misuse have drawn increasing concern. One notable case involved Elecrow, a hardware company that used an AI clone of YouTuber Jeff Geerling’s voice to promote its products without consent.

YouTube’s move follows growing pressure on tech platforms to address the ethical and reputational risks of AI-generated media. The company has introduced multiple policies to improve transparency, including new requirements for creators to label AI-altered videos and stricter rules for AI-generated music that imitates real artists’ voices.

In a previous announcement, YouTube highlighted its collaboration with Creative Artists Agency (CAA) to help celebrities and creators identify synthetic content “at scale.” The project is part of a broader industry effort to give public figures tools to defend their digital identity in an era of advanced generative AI.

In April, YouTube expressed public support for the NO FAKES Act, bipartisan U.S. legislation seeking to curb AI-generated impersonations used for deception or commercial gain. The act would establish clearer legal protections for individuals whose likeness or voice is replicated without consent.

By integrating likeness detection directly into its platform, YouTube positions itself as an early mover in addressing deepfake accountability — a step that could set precedents for social media governance and AI ethics globally.

Q1: What is YouTube’s new likeness-detection tool?
A: It’s an AI-powered system that identifies and manages AI-generated videos using a creator’s face or voice, allowing for removal requests.

Q2: Who has access to the feature right now?
A: Currently, only YouTube Partner Program members in the first rollout wave, with expansion planned over the next few months.

Q3: How do creators verify their identity?
A: Through a QR-based verification process requiring a photo ID and selfie video for authentication.

Q4: Why did YouTube develop this tool?
A: To protect creators from AI misuse, prevent false endorsements, and support broader efforts to regulate synthetic media.

Q5: How does this align with legal and policy trends?
A: It complements the proposed NO FAKES Act and reflects a growing push for AI transparency and personal likeness rights across the tech sector.

YouTube’s likeness-detection rollout underscores the platform’s attempt to stay ahead of AI misuse while balancing creator autonomy and content moderation.

As deepfake realism continues to improve, giving individuals tools to flag and remove unauthorized synthetic media could become a cornerstone of online identity protection.

While the system remains in development and may occasionally misidentify legitimate content, its debut marks a tangible move toward a safer, more transparent AI-driven media ecosystem.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant used for research and drafting. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.