As concerns around AI-generated deepfakes continue to grow, YouTube has announced a wider rollout of its AI-powered likeness detection feature for all users aged 18 and above. The move allows users to identify and report AI-generated videos that may misuse their face or likeness on the platform.
The announcement was made on May 16 through YouTube’s creator forum. The feature works by using a selfie-style facial scan submitted by users. Once activated, the system continuously scans YouTube videos to detect possible matches or AI-generated lookalikes.
If the tool identifies content that may contain a user’s likeness, YouTube sends an alert to the user. They can then choose whether to request removal of the flagged content.
The update marks a major expansion of the platform’s deepfake monitoring efforts. Until now, such tools were largely focused on creators, celebrities, politicians and public figures. The wider rollout now gives regular users similar protection against AI-generated impersonation content.
“With this expansion, we’re making clear that whether creators have been uploading to YouTube for a decade or are just starting, they’ll have access to the same level of protection,” YouTube spokesperson Jack Malon reportedly said.
The likeness detection feature was first introduced in October 2025 for creators. Later, it was expanded to government officials, journalists, politicians and members of the entertainment industry.
YouTube explained that the tool functions similarly to Content ID, which is used to detect copyrighted material. However, instead of searching for copyrighted content, the new system identifies facial likenesses using uploaded facial data.
The company also clarified that the tool may sometimes detect videos featuring a person’s real face rather than synthetic or altered versions. For example, clips from a user’s own uploaded videos may appear in the results and may not qualify for removal under YouTube’s privacy policies.
To activate the feature, users need to open YouTube Studio, select “Content Detection” from the left menu, tap “Likeness,” and then click “Start now.”
According to the platform, the number of removal requests submitted through the likeness detection tool remains relatively low so far.
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