Creative Artists Agency (CAA) and YouTube are partnering to address the growing issue of AI-generated fakes on the platform. Starting in early 2025, YouTube will roll out a new tool designed to help actors, athletes, and other high-profile personalities identify and remove unauthorised AI replicas of themselves.
Bryan Lourd, CAA’s CEO and co-chairman, said he began talking with YouTube CEO Neal Mohan earlier this year “about the importance of creating a responsible AI ecosystem that protects artists and their IP rights, while unlocking new possibilities for creative expression. At CAA, our AI conversations are centered around ethics and talent rights, and we applaud YouTube’s leadership for creating this talent-friendly solution, which fundamentally aligns with our goals, and we are proud to partner with YouTube as it takes this significant step in empowering talent with greater control over their digital likeness and how and where it is used.”
The pilot program will begin with leading celebrity talent, including award-winning actors and top NBA and NFL players, although specific names haven’t been disclosed yet. This tool will allow participants to detect fake versions of their likenesses and submit takedown requests, marking a major step forward in protecting personal digital identities.
YouTube CEO Neal Mohan said, “At YouTube, we believe that a responsible approach to AI starts with strong partnerships,” and added, “We’re excited to collaborate with CAA, an organization that shares our commitment to empowering artists and creators.”
In the coming months, YouTube’s platform will expand testing to include popular creators, creative professionals, and other key partners. Their input will improve the detection system before it becomes widely available. This partnership builds on YouTube’s earlier efforts to manage AI-generated content. In September, YouTube introduced a system to detect fake faces and announced synthetic-singing detection technology as part of its Content ID platform. Additionally, the platform will soon let creators and rights holders decide whether their content can be used to train AI models.