YouTube has announced it is expanding its likeness detection technology — which identifies AI-generated simulations of real people’s faces — to talent agencies, management companies, and the celebrities they represent. Major agencies including CAA, UTA, and WME provided feedback on the tool.
The system operates similarly to YouTube’s existing Content ID, scanning uploaded videos for visual matches against enrolled participants. Those detected can request removal for privacy violations, submit a copyright claim, or take no action. Parody and satire content remains permitted under platform rules. Entertainers do not need their own YouTube channels to enrol.
Previously piloted with select creators, the tool was extended to politicians, journalists, and government officials this spring. Audio detection is planned for a future update.
YouTube is also backing the federal NO FAKES Act, which would regulate unauthorised AI recreations of individuals’ voices and likenesses.