YouTube has announced a new collaboration with the Creative Artists Agency (CAA) aimed at safeguarding public figures against the misuse of deepfake technology. Under this partnership, the video-streaming platform, which is owned by Google, will provide early access to its AI-driven deepfake detection tools, while celebrities involved will offer feedback to enhance these technologies. Additionally, YouTube revealed that its upcoming likeness management technology is set to begin testing in early 2024. This innovative tool aims to identify when videos replicate a person’s identity, including their likeness and voice.
YouTube Teams Up with CAA to Combat Deepfakes
In September, YouTube disclosed plans for a new technology designed to help content creators retain control over their likenesses, specifically their facial and vocal representations. The proposed likeness management tool is capable of detecting synthetic videos that impersonate other creators and can prevent their dissemination.
Now, just three months later, YouTube has officially partnered with CAA to test this technology and gather user insights. The initiative will provide early access to some of the most prominent figures in entertainment and sports, enabling them to identify and handle AI-generated deepfakes. While specific names have not been released, YouTube indicated that the roster of celebrities will include “award-winning actors” and athletes from major leagues such as the NBA and NFL.
This tool will allow these public figures to swiftly request the removal of content through YouTube’s privacy complaint procedures. This collaboration is seen as a crucial step as celebrities often face significant challenges with deepfakes, paving the way for testing the technology against a broad array of AI-generated videos.
According to YouTube, “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.”
The company emphasized that this partnership represents an initial phase in refining the product. Looking ahead, YouTube plans to further test the technology next year with various groups of leading YouTube creators and industry professionals.
CAA boasts an impressive list of high-profile clients, including celebrities such as Ariana Grande, Peter Dinklage, Tom Hanks, Reese Witherspoon, Zendaya, along with notable athletes like Matthew Stafford, Raphael Varane, Son Heung-Min, and Carlo Ancelotti, among others.
