YouTube has officially rolled out its likeness-detection tool, enabling eligible creators in the YouTube Partner Programme to identify and request the removal of AI-generated content that mimics their face or voice without consent.
The feature, announced today, follows a pilot phase and marks the video platform’s most significant step yet in addressing the growing threat of digital impersonation and AI misuse. A company spokesperson confirmed that eligible users began receiving onboarding emails earlier today.
The technology allows creators to flag deepfake-style videos that use their likenesses, an increasingly prevalent issue within the creator economy. The tool is specifically designed to curb unauthorised identity use in misleading endorsements, deceptive content, or AI-generated media.
In recent cases, companies have created AI clones of creators’ voices, including YouTuber Jeff Geerling, to promote products without their permission.
YouTube detailed the tool's functionality on its Creator Insider channel. Eligible users can find the feature under the new “Likeness” tab, where they must first provide consent for data processing. Identity verification is carried out via a QR code that links to a secure page, requiring both a photo ID and a short selfie video.
Once verified, creators will have access to a dashboard listing any videos detected as using their likeness. From there, they can choose to submit a privacy removal request, file a copyright claim, or simply archive the content. Creators may also opt out of the tool at any time, at which point YouTube will stop scanning for their likenesses within 24 hours.
The likeness-detection system has been in development since early 2025. YouTube previously partnered with Creative Artists Agency (CAA) to assist high-profile clients including celebrities, athletes, and influencers in identifying and managing AI-generated impersonations.
The initiative aligns with YouTube’s broader commitment to responsible AI governance. Earlier this year, the company voiced support for the NO FAKES Act, proposed U.S. legislation designed to protect individuals from the unauthorised creation and distribution of AI-generated likenesses.
As deepfake technology becomes more sophisticated and accessible, YouTube’s move stands out as one of the most comprehensive efforts by a major platform to safeguard digital identity in the age of generative AI.
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