YouTube has launched a tool allowing public figures to detect and report videos using their image and generated by AI to combat the spread of deepfake content. The tool was previously available to filmmakers, politicians, and journalists.
A video featuring Brad Pitt and Tom Cruise engaging in a fistfight on a rooftop, created by artificial intelligence, went viral on social media in February. Despite its realistic appearance, the scene was entirely fabricated and served as a wake-up call to Hollywood.
To protect the revenues of public figures from such deepfakes, YouTube has made its detection and reporting tool accessible to a wider audience, including actors, musicians, and athletes, expanding beyond its previous availability to influential creators, politicians, and journalists.
The platform’s tool, inspired by Content ID, analyzes posted videos to identify potential imitations and allows the affected public figures to decide whether the content should be removed or left online based on the platform’s guidelines.
While Hollywood grapples with the impact of deepfake technology, some agencies see potential for creative use, with fan-made trailers featuring deepfake stars gaining acceptance in the industry.
The future of monetization through deepfakes remains uncertain, with YouTube focusing on protection before considering rights and monetization. Industry professionals anticipate challenges in navigating the complexities of image monetization via deepfakes.
As discussions on the potential implications of deepfakes continue, agencies like CAA are preparing for future scenarios, offering services to preserve client images for potential monetization opportunities.
