YouTube Expands Likeness-Detection Tool to Fight Deepfakes

YouTube is expanding its likeness detection technology to all creators in the YouTube Partner Program, aiming to safeguard against unauthorized AI-generated face and voice clones. The tool, announced at the Made On YouTube event, allows creators to upload a reference image of their face to detect misuse and request removal through YouTube’s privacy complaint process. Previously tested with creators like MrBeast and Marques Brownlee, the system mirrors Content ID but targets likeness rather than copyright. YouTube supports the proposed NO FAKES Act, which would require platforms to act swiftly on takedowns of AI-generated likenesses. Beyond protection, YouTube is exploring new revenue opportunities for creators by enabling trusted, authorized AI partnerships. The rollout will continue over the coming months.

Axios, Kerry Flynn – YouTube expands likeness detection to all creators – 16th September 2025