YouTube is partnering with one of the world’s top talent agencies, CAA, to help its top actors and athletes monitor their likeness with AI. “Through this partnership, the world’s most influential people will have access to pioneering technology designed to identify and manage AI-generated content that shows their likeness, including their face, on YouTube at scale,” YouTube wrote on its official blog. .
The video platform plans to begin testing its “match management technology” with undisclosed award-winning actors and top NBA and NFL athletes, all CAA (Creative Artists Agency) clients. The system will display AI-generated content that reflects their similarities and provide easy access to submit removal requests through its privacy complaint process.
With CAA and its list of influential clients, YouTube says it will gain insight before rolling it out more widely to other creators and artists. Now, it will announce more screenings for top YouTube creators, creative professionals and other talent agencies.
CAA is the ideal first partner to test its match management technology, writes YouTube. The agency has been at the forefront of AI and digital rights, with its talent-focused service CAAvault that scans, captures and securely stores clients’ digital likenesses including face, body and voice.
Tech platforms like YouTube have been at odds with creators over the use of AI, especially when it comes to training large-scale linguistic models (LLMs) on copyrighted text, artwork and celebrity likenesses. The issue is particularly contested in Hollywood; some stars have agreed to let AI reproduce their voices under license, but many have railed against its use.
Last week in a podcast interview with Armchair Expert, Friends actress Lisa Kudrow called out the use of digital versions of Tom Hanks and Robin Wright in the film Here “authorization” of AI. “It will come, forget the actors, but what about the emerging actors? They will be issuing licenses and being recycled. What work will there be for people?”
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