YouTube rolls out likeness detection for all partner program creators to fight deepfakes

YouTube is launching likeness detection technology for all creators in its Partner Program. With this rollout, creators are now able to identify where their facial likeness appears on the platform, including instances where their image has been altered or generated by artificial intelligence. This feature helps creators safeguard their identity by enabling them to locate potentially unauthorized uses of their image and to protect viewers from being misled by deepfakes.

When the system finds videos that may contain a creator’s face, the user can review flagged content and request removal through YouTube’s privacy complaint process. Likeness detection is designed to work in a way similar to the existing Content ID system, but instead of searching for copyrighted media, it examines video uploads for a creator's face.

To use the technology, creators must provide a facial reference image during the setup. The tool then scans newly uploaded videos in search of their likeness, even if other individuals are present in the footage. While the tool is available to eligible creators who choose to participate, it is not intended and cannot be used to identify people who have not given consent.