YouTube is preparing to roll out an artificial intelligence feature that would allow the creation and use of AI-generated likenesses of real people, aligning its strategy with similar safeguards and capabilities already introduced by OpenAI. The move signals Google-owned YouTube’s intent to stay competitive as generative AI becomes deeply embedded in content creation, advertising, and digital identity management.

The feature is expected to let creators license their voice or visual likeness for AI-powered content, while also giving them stronger control over how their digital identity is used on the platform.

Inspired by OpenAI’s Controlled Likeness Approach

OpenAI has drawn industry attention by implementing strict consent-based systems for AI voice and likeness generation, ensuring that real individuals are protected from unauthorized replication. YouTube’s upcoming feature appears to follow a similar framework, emphasizing permission, transparency, and opt-in usage.

According to industry sources, YouTube aims to prevent misuse such as deepfake impersonation, misleading political content, or unauthorized commercial endorsements — issues that have become increasingly prominent with the rise of generative AI tools.

New Opportunities for Creators and Brands

For creators, the AI likeness feature could unlock new monetization avenues. Influencers and content makers may be able to license AI versions of themselves for branded videos, multilingual content, or automated responses without being physically present.

Advertisers, meanwhile, could benefit from scalable campaigns using AI-generated creator likenesses, reducing production costs while maintaining authenticity — provided creators give explicit consent.

Safeguards Against Misuse and Deepfakes

YouTube is expected to integrate this feature with its existing AI disclosure and content labeling systems. Videos using AI-generated likenesses may carry visible labels, and creators could have tools to report or remove unauthorized AI replicas.

The platform has already introduced policies requiring disclosure of altered or synthetic content, and the new likeness feature would likely strengthen enforcement while offering legitimate, ethical alternatives.

Part of a Broader AI Strategy at Google

This development fits into Google’s wider push into generative AI across its products, including Gemini AI, Google Ads, and Workspace tools. By embedding AI likeness technology directly into YouTube, the company is positioning itself as both an innovator and a gatekeeper in responsible AI usage.