YouTube rolls out AI ‘Likeness Detection’ tool to curb deepfake-style videos

YouTube has launched a new “Likeness Detection” feature that enables creators to identify and report videos generated by AI which use their face or image without permission. The tool is being phased in globally and reflects the broader push by platforms to address synthetic-media risks in the creator economy. While touted as a win for creator rights, analysts caution that enforcement and false-positive risks remain significant and that platforms will need to balance innovation with moderation. The move also underlines how generative AI is prompting new regulatory and product design responses.