• by Colin Kirkland , Yesterday

After niche rollouts to journalists, civic leaders, creators and entertainment industry accounts, YouTube is launching its likeness detection technology to all eligible creators over the age of 18 in order to cut down on the spread of misleading AI-generated content.

“The feature will be rolling out gradually over the next few weeks to all creators who are 18 or older,” reads YouTube’s Help Center. Once likeness detection becomes available on a creators’ channel, they must give YouTube permission to use the technology, then complete a one-time verification process.

“Likeness detection works similarly to Content ID: it looks for AI-generated content with a participant's likeness, like a deepfake of their face, and gives them the power to find it and request removal,” the company’s prior announcements explain.

Shortly after MediaPost discovered an AI-generated ad of Tom Hanks running on YouTube in February 2025, the company publicly backed the “No Fakes Act” as well as the “Take It Down Act,” which both aim to tackle the increased spread of unauthorized digital replicas.

During that time, YouTube expanded its deepfake prevention program -- bringing likeness detection to all 4 million eligible creators in the YouTube Partner Program, enabling them to ask that AI-generated content using their likeness be removed from the platform.

YouTube then brought its detection tech to a pilot program of leaders at the center of civic discussion, debate, reportage and policy, followed by an expansion that covers entertainment industry accounts, including talent agencies, management companies, and celebrities.

Notably, the company has stated that “detection does not guarantee removal,” but that YouTube will continue to preserve parody and satire, “even when used to critique world leaders or influential figures,” and will “carefully evaluate these exceptions” when receiving requests for removal.

“As AI-generated content continues to evolve, we’re committed to creating an environment where you can upload content to YouTube while staying in control of your likeness,” the company’s prior posts have stated.