YouTube said on November 14 that creators will soon have to disclose when they have uploaded altered or synthetic content that "appear realistic", including videos using artificial intelligence tools. This move comes as the Google-owned video platform looks to address rising concerns about AI-created content potentially misleading viewers.
In the coming months, YouTube will enable creators to indicate that their videos contain altered or synthetic material to realistically depict events that never happened, or show people saying or doing something they didn't actually do.
"This is especially important in cases where the content discusses sensitive topics, such as elections, ongoing conflicts and public health crises, or public officials," Jennifer Flannery O’Connor and Emily Moxley, YouTube vice presidents of product management said in a blog post.
According to the blogpost, YouTube will add a new warning label in the description panel indicating that some of the content was altered or synthetic. For certain types of content about sensitive topics, YouTube will display a more prominent label on the video player.
YouTube said that it will work with creators to make sure they understand these new requirements before the policy is rolled out. Creators who repeatedly choose not to disclose this information may face removal of content, suspension from the YouTube Partner Program, or other penalties, it said.
This development comes as YouTube is gearing up to introduce its own AI products on the platform. In September, it unveiled a suite of generative AI products and tools targeted at creators.
This includes the ability to create AI-generated video or image backgrounds for their short videos by just typing an idea into a prompt, helping creators come up with new video ideas, find music tracks for their videos and reach new audiences through features such as automatic dubbing.
Content created from these tools will be automatically labelled as altered or synthetic, the company said.
"There are also some areas where a label alone may not be enough to mitigate the risk of harm, and some synthetic media, regardless of whether it’s labeled, will be removed from our platform if it violates our Community Guidelines. For example, a synthetically created video that shows realistic violence may still be removed if its goal is to shock or disgust viewers," the blogpost read.
Read: YouTube launches AI-powered tools for customised ad campaigns in India
Taking down AI content
In addition to these measures, YouTube is also introducing the ability for its music partners to request the removal of AI-generated music content that mimics an artist’s unique singing or rapping voice.
"In determining whether to grant a removal request, we’ll consider factors such as whether content is the subject of news reporting, analysis or critique of the synthetic vocals," the firm said in the blogpost.
The feature will be available to labels or distributors who represent artists participating in the video service’s early AI music experiments and it will be expanded to additional labels and distributors over the coming months.
In August, YouTube announced plans to work closely with its music partners to safeguard the creative works and copyrights of artists and ensure fair compensation in the era of generative AI. To this end, the company had introduced a Music AI incubator with the world's largest music firm Universal Music Group as its first partner.
As part of this initiative, Universal Music artists, songwriters and producers will explore, experiment and offer feedback on YouTube's AI-related music tools and product experiments, the company said. YouTube had also stated plans to invest in evolving its rights management technology Content ID to adapt to the new wave of AI-generated content.
Besides music partners, YouTube said it will enable people to request the removal of AI-generated or other synthetic or altered content that simulates an identifiable person, including their face or voice, using its privacy request process.
The world's largest video service said not all content will be removed from the platform based on these requests and it will "consider a variety of factors when evaluating them"
"This could include whether the content is parody or satire, whether the person making the request can be uniquely identified, or whether it features a public official or well-known individual, in which case there may be a higher bar," YouTube executives said in the blogpost.
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