YouTube partners with CAA to launch AI likeness protection tools

In addition to the recently launched setting that enables creators to opt into letting third parties use their content for model training purposes, YouTube announced earlier this year that it was working on tools to help protect public figures' likenesses. In a recent blog post, YouTube offers an update on that process, mainly by announcing it has partnered with Creative Artists Agency (CAA), an entertainment and sports agency that represents celebrity talent, including award-winning actors and top athletes from the NBA and NFL.

Through the partnership, YouTube will give several influential figures access to early versions of a technology designed to identify AI-generated content that uses their face and streamline content removal requests through YouTube's privacy complaint system. In turn, talent with early access to the technology will provide feedback to help YouTube improve and refine its detection systems and controls. YouTube also expressed its commitment to open the technology to more creative professionals over time.

"At YouTube, we believe that a responsible approach to AI starts with strong partnerships," said YouTube CEO Neal Mohan. Relatedly, CAA CEO Bryan Lourd emphasized the importance of protecting artists' rights while embracing AI's creative potential, praising YouTube for creating a solution that aligns with CAA's goals. YouTube emphasized its long-standing commitment to collaborate with the industry and the creator community to develop tools and solutions that take on the challenges posed by generative AI while preserving opportunities for creators and partners.