The tool, which the company describes as an industry first when it launched in 2025, operates similarly to YouTube's existing Content ID system but scans for a person's likeness rather than copyrighted audio or video. When a match is detected in AI-generated content, such as a deepfake, the enrolled individual can review the material and request removal if it violates the platform's privacy guidelines.
YouTube cautioned that detection does not automatically result in removal. The platform said it will continue to protect content that qualifies as parody or satire, including material that critiques world leaders and public figures, and will evaluate removal requests against those exceptions on a case-by-case basis.
To prevent misuse, participants must verify their identity before enrolling. YouTube said the data collected during setup is used solely for verification and to operate the safety feature, and will not be used to train Google's generative AI models.
The company said it plans to significantly expand access to the tool in the coming months. It also reiterated its support for the NO FAKES Act, a proposed U.S. federal law that would establish a right of publicity and serve as a model for international legislation on AI-generated likenesses.
The announcement was authored by Amjad Hanif, YouTube's Vice President of Creator Products, and Leslie Miller, its VP of Government Affairs and Public Policy.
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