This AI-based likeness detection system offers celebrities and their teams the possibility to more easily spot deepfake videos and request their removal.
However, this tool is not really new. YouTube first reserved this technology for a limited number of creators before opening it to profiles exposed to disinformation and impersonation risks, such as journalists, elected officials, and public figures.
Google’s video platform now aims to go further by suppressing or blocking any publication that impersonates a celebrity’s identity. This concept is similar to Content ID (the tool that allows YouTube to detect copyrighted content), but applied to the resemblance of a famous person.
To achieve this, celebrities will need to provide a photo ID and a reference of their face. Then, YouTube will automatically analyze new videos uploaded to detect any unauthorized use of these images. If a potential match is found, the parties involved can review it and request removal through the privacy procedure.
“With the support of top talent agencies and management companies, including CAA, UTA, WME, and Untitled Management, we have worked to refine how likeness detection can better serve talents. We are excited that celebrities and artists are now eligible to access this tool, whether they have a YouTube channel or not,” YouTube explained on its blog.
Google’s platform specifies, however, that not all detections will be automatically erased. YouTube intends to retain a right of inspection to protect satirical or parody videos, as well as public interests (such as journalistic or critical content).
