Fighting Deepfakes: YouTube Teams Up with Creative Artists Agency

YouTube has collaborated with Creative Artists Agency (CAA) to address deepfakes and safeguard public figures. This collaboration gives celebrities early access to YouTube's AI-powered deepfake detection tool, enabling them to test and give feedback on improving the technology.

Early Testing and Feedback

YouTube will begin testing its likeness management technology starting early next year. The tool can help identify videos that mimic a person's face or voice and block them. Celebrities, including actors and NBA and NFL athletes, will test the tool and assist in fine-tuning the capabilities. YouTube has not confirmed names, but CAA represents high-profile figures, such as Tom Hanks, Zendaya, and Reese Witherspoon.

Better Privacy Controls

The technology allows celebrities to simply submit removal requests for AI-generated content through YouTube's privacy complaint system. This partnership acknowledges that public figures are most susceptible to deepfake misuse, and their participation is crucial in creating a solution that works.

Expansion Plan

YouTube will extend the testing phase of the tool to top creators, creative professionals, and other partners later this year after its pilot run with CAA's clients.

CAA's Role in Shaping the Tool

YouTube concluded that the experiences of CAA clients with digital replicas in a changing AI environment will help shape the tool. Such an initiative is the first toward building a solution that protects both creators and the broader community of YouTube from the wrongful use of AI-generated media.