YouTube creators must disclose use of AI to make deepfake videos

To alert viewers, altered videos on YouTube will feature prominent labels
The image shows a phone on which the YouTube app is open. — Unsplash
The image shows a phone on which the YouTube app is open. — Unsplash

YouTube has introduced strict rules for creators using artificial intelligence (AI) to create lifelike videos, requiring them to reveal if they have used such technology.

In a recent blog post, YouTube highlighted updates in its policies regarding AI-generated content. The platform now insists that creators disclose whether they have employed generative AI to produce "altered or synthetic" videos. Failure to comply might result in content removal or suspension from revenue-sharing programs.

Jennifer Flannery O’Connor and Emily Moxley, vice presidents for product management at YouTube, emphasised the potential for AI to boost creativity but stressed the need to safeguard the community. 

They stated, “Generative AI has the potential to unlock creativity on YouTube and transform the experience for viewers and creators on our platform. But just as important, these opportunities must be balanced with our responsibility to protect the YouTube community.”

The new rules, effective next year, offer creators options to indicate if they have uploaded AI-generated videos, especially those depicting fabricated events or presenting individuals saying or doing things they never did. This disclosure becomes crucial, particularly in content addressing sensitive topics like elections, conflicts, public health crises, or involving public figures.

To alert viewers, altered videos will feature prominent labels, especially on content addressing sensitive subjects. Additionally, YouTube will employ AI to identify and remove rule-breaking content swiftly, claiming it has helped detect new forms of misuse faster.

To address privacy concerns, YouTube's updated complaint process allows requests for the removal of AI-generated videos mimicking identifiable individuals. Moreover, music partners can request the takedown of AI-generated music imitating a particular artist’s voice.

These stringent measures aim to maintain transparency and safeguard against the misuse of AI technology on the platform.