Janice R. Andrews
YouTube has joined forces with Creative Artists Agency (CAA) to help actors and athletes safeguard their AI likenesses. This collaboration introduces “likeness management technology,” designed to detect and manage AI-generated content featuring celebrities’ appearances, including their faces.
Announced on YouTube’s official blog, the platform will initially test this technology with award-winning actors and top NBA and NFL athletes, all represented by CAA. The system will identify AI-generated depictions of these individuals and simplify the process for submitting removal requests through YouTube’s privacy-compliance tools.
Partnering with CAA allows YouTube to leverage insights from the agency’s extensive client network before rolling out the technology to additional creators, artists, and talent agencies. The next phase of testing will include popular YouTube creators and other entertainment professionals.
CAA, known for its leadership in AI and digital rights, has developed CAAvault, a service that secures digital likenesses of its clients, including their faces, voices, and bodies. This expertise makes CAA a strategic partner for testing YouTube’s innovative technology.
The use of AI in the entertainment industry has sparked intense debate, especially in Hollywood. While some stars, like Tom Hanks and Robin Wright, have licensed their digital likenesses, others criticize the practice for limiting opportunities for emerging talent.
In a recent podcast, Friends actress Lisa Kudrow voiced concerns about AI’s growing role, stating, “What work will there be for human beings?”
With this partnership, YouTube aims to create a safer and more equitable digital environment. By addressing the challenges posed by AI-generated content, the platform is taking significant steps to protect creators and their digital identities.
