YouTube has entered into a collaboration with the Creative Artists Agency (CAA) to bolster protections for public figures against deepfakes. Announced on Tuesday, this partnership will provide early access to the video platform’s AI-generated deepfake detection technology, while celebrities will contribute feedback to enhance its effectiveness. Additionally, YouTube revealed that its forthcoming likeness management technology will begin testing in early 2024, designed to identify videos that replicate the appearance and voice of real individuals.
YouTube Joins Forces with CAA to Combat Deepfakes
In September, YouTube outlined plans for new technology aimed at enabling creators to maintain authority over their likenesses, encompassing both their visual and vocal identity. This planned likeness management tool is intended to recognize synthetic videos that impersonate creators, providing a means to block them.
Now, three months later, YouTube has announced its partnership with CAA, which will facilitate the testing of this technology and allow for user feedback. The company plans to grant early access to its technology to “several of the world’s most influential figures,” helping them to identify and manage AI-generated deepfake content. While specific names were not disclosed, YouTube noted that this group will include “award-winning actors” as well as prominent athletes from the NBA and NFL.
This initiative aims to empower celebrities to quickly submit requests for content removal through YouTube’s privacy complaint process. The collaboration with CAA seeks to address the unique challenges faced by public figures in the age of deepfakes, and will enable YouTube to evaluate the effectiveness of its technology against a diverse range of potential AI-generated videos.
According to the company, “CAA’s clients’ direct experience with digital replicas in the evolving landscape of AI will be critical in shaping a tool that responsibly empowers and protects creators and the broader YouTube community.”
YouTube also indicated that this collaboration marks the initial phase of ongoing product refinement. In the latter part of 2024, the platform plans to further test the technology with groups of leading YouTube creators and other creative professionals, enhancing its reach and effectiveness.
CAA’s roster includes high-profile clients such as Ariana Grande, Peter Dinklage, Tom Hanks, Reese Witherspoon, Zendaya, and several others across various fields.
