YouTube Rolls Out New Solution to Detect Deep Fakes
AI is changing how we create content. Tasks that once took hours and expertise, like writing scripts, editing videos, or adding captions, can now be done in minutes by almost anyone. But as AI continues to evolve, it’s opening the door to new problems, especially on platforms like YouTube. One of the most pressing issues right now, Deepfakes, is related to AI-generated videos or audio that can mimic real people almost perfectly. The company released a full press release, however in this article, we will break down the updates and what they mean for marketers.
What Are Deep Fakes?
Deepfakes use AI to digitally alter videos and audio to create fake but very realistic-looking (or sounding) content. That means someone can take a celebrity’s face, voice, or even their entire likeness, and make them appear to do or say things they never actually did. What started as a banter, mostly used for memes and entertainment, has quickly turned into something more serious.
Deepfakes blur the lines between reality and fiction. If you can’t trust what you see or hear online, that’s a problem for everyone, especially brands. Imagine creating a campaign only for your audience to question whether your content is real or manipulated. Trust is everything, and once it’s broken, it’s hard to recover.
YouTube’s First Fix: AI-Generated Singing Voices
YouTube is fully aware of these challenges. One of the main concerns is AI-generated singing voices. YouTube, as a platform, is home to countless music and video creators. It is central to the YouTube experience. But with AI-generated voices mimicking real singers, there’s a big risk of misusing someone’s voice without their consent.
To tackle this, YouTube has embedded detection technology into its Content ID system. The very same system that already helps creators manage copyright by flagging when their content is reused without permission. Now, it can also detect AI-generated singing voices that copy real artists.
And here’s the thing: Using AI to imitate someone’s voice without their permission is a violation of intellectual property rights. If Content ID flags this kind of content, it will be automatically removed. Depending on the severity, YouTube may also impose penalties, such as strikes against your channel, demonetisation, or worse, legal action. YouTube has made it clear: if you use someone’s voice without permission, the consequences are real.
YouTube’s Second Move: Detecting AI-Generated Deep Fake Videos
YouTube isn’t stopping at audio. They’ve also rolled out new tools that target deepfake videos. As of September 2024, YouTube introduced technology that scans for AI-generated visuals, specifically those that use someone’s likeness, like their face, without permission.
Think about it: deepfake videos can be incredibly convincing. You could watch a video of a celebrity or a political figure and not realise that it’s completely fabricated. These deepfakes can spread misinformation, deceive viewers, and create PR disaster, especially when the person being imitated never gave permission for their likeness to be used.
But YouTube isn’t just focusing on high-profile celebrities. This applies to anyone, whether it’s a public figure or an individual like you. YouTube’s updated privacy policies now consider whether AI-generated content is realistic, whether the individual can be uniquely identified, and if it discloses that the content has been altered.
What does this mean for marketers? Using AI to create a deepfake of a celebrity endorsing your product might sound clever, but if you don’t have their consent, it could backfire. YouTube’s new tools will automatically detect AI-generated videos that misuse someone’s image. These tools scan content, flag anything suspicious, and ensure creators can’t exploit someone’s likeness without permission.
AI Should Assist, Not Replace
If you’ve made it this far, you read that right. At the end of the day, YouTube’s message is clear: AI should assist creativity, not replace it. As a marketer, AI should never replace your creativity.
Imagine watching a completely AI-generated video. It may hit the right points, but something is missing. It might feel soulless, a bit disconnected. It’s out of touch with real human emotions. AI-generated content often lacks the subtlety, emotion, and relatability that only human creativity can bring.
If you’re creating content on YouTube, or any other platform, use AI as a tool to enhance your creativity, not as a shortcut. And if you want to stay innovative while making sure you are still on the right side, partnering with a digital agency like Click Creative can help you navigate these new challenges, allowing you to keep hitting your sales target by creating content that resonates with your audience..
About Click Creative
The team of Click Creative is a group of like-minded people dedicated to producing creative, effective digital solutions for our clients. Specialising in custom, bespoke websites, applications, and digital marketing solutions. We bring years of experience, yet bright new ideas to the table every day – we love programming, keywords and coffee!
