YouTube now requires creators to disclose when AI-generated content is used in videos

YouTube is introducing a new tool in its Creator Studio that requires creators to inform viewers when realistic content is produced with altered or synthetic media, including generative AI. YouTube says this move comes in response to viewers demanding greater transparency regarding the authenticity of the content they consume.

The plans for this update were initially announced last November. The disclosures will be visible as labels in the expanded description or on the front of the video player. However, YouTube clarified that creators are not required to disclose content that is clearly unrealistic, animated, includes special effects, or uses generative AI for production assistance. Similarly, no disclosure is required when generative AI is used for productivity, such as generating scripts, content ideas, or automatic captions.

The new label aims to enhance transparency and build trust between creators and their audience. Content that requires disclosure includes the use of a realistic person's likeness, altering footage of real events or places, and generating realistic scenes. A comprehensive list of examples is available in YouTube's Help Center.

The labels will be rolled out across all YouTube surfaces and formats in the coming weeks, starting with the YouTube app, followed by desktop and TV. If creators consistently fail to disclose this information, YouTube may still add a label, especially if the altered or synthetic content could potentially mislead viewers.