A number of major YouTube stars have signed on to a pilot program that will give high-profile figures more control over their likenesses on the platform.
The video platform says that creators like Mr. Beast (real name Jimmy Donaldson), MKBHD (Marques Brownlee) and Mark Rober have signed on to test the tool, which was announced last year. The tool’s rollout comes as generative AI tech makes it almost trivially easy to replicate the appearance or voice or a celebrity.
When it first announced the tool last year, YouTube unveiled a partnership with CAA that will let its clients, including athletes, musicians and athletes, try it out as part of a pilot program. The news on Wednesday expands that pool to high-profile creators.
The tool surfaces AI-generated content featuring a famous person’s likeness, and allows them to request removal.
YouTube’s pilot expansion was made in connection to the news that Senators Chris Coons (D-DE), Marsha Blackburn (R-TN), Amy Klobuchar (D-MN) and Thom Tillis (R-NC) had reintroduced the NO FAKES (Nurture Originals, Foster Art, and Keep Entertainment Safe) Act on Wednesday.
YouTube is a supporter of the bill, alongside the Morton Picture Association, the RIAA, SAG-AFTRA and others.