YouTube has announced that it is now mandatory for creators to inform viewers if their content, which appears realistic, was generated using AI.
This new rule is part of the platform’s efforts to introduce tools within the Creator Studio for creators to mark content that might be mistaken for genuine events, people, or places if it’s been created or altered with generative AI or other synthetic media techniques.
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What does this mean for creators?
This initiative aims to protect users from being misled by videos that look real but are actually produced with advanced AI technologies, especially as these tools become more sophisticated. This move is particularly relevant in the context of concerns raised about the potential misuse of AI and deepfakes to spread misinformation during critical events like the upcoming U.S. presidential election.
The requirement hinted at in a previous announcement from YouTube last November, does not apply to content that is obviously fictional or animated, such as fantastical scenarios. It also excludes content that uses AI for behind-the-scenes purposes, like scriptwriting or automated captions.
YouTube’s policy specifically targets content that employs realistic likenesses, requiring disclosures for videos that manipulate someone’s face or voice digitally or fabricate realistic scenes of events or places, like a fabricated disaster approaching a real city.
For most videos under this policy, a disclosure will be shown in the video description. However, for videos related to sensitive topics, such as health or news, a more noticeable label will be placed directly on the video. These labels will be rolled out across YouTube’s platforms, starting with the mobile app, followed by desktop and TV versions.
YouTube also plans to enforce this rule by adding labels themselves in certain cases where creators fail to do so, particularly for content that could be misleading or confusing and will consider taking action against creators who consistently ignore this policy.
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Bojan Bovan, Account Manager
With his extensive background in media buying for some of Inceptly's biggest clients, Bojan is known for his inquisitive mind and attention to detail. He keeps his hand on the pulse of new developments in direct-response advertising and enjoys finding ways to apply innovative strategies and techniques to keep our clients ahead of the curve.
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