This isn't necessarily a new venture for the company. YouTube has been applying labels to AI-generated or manipulated videos since 2024, though that came with a large caveat: The creators needed to disclose that they used AI for the upload. It was possible, therefore, to publish an AI-generated video on the platform without admitting as much to YouTube. The platform would then show that video to thousands or even millions of viewers, many of whom may never know the clip isn't actually real. Luckily, that appears to now be changing.
The label is pretty obvious on any video you watch, however, which is excellent. AI-generated videos are only becoming more realistic, which puts viewers at greater risk of exposure to disinformation. Sure, some AI videos are obvious (at least to most), but still others look photorealistic. Without these clear AI labels, many viewers may believe things that simply aren't true. That could be as harmless as an AI bunny jumping on a trampoline, or as dangerous as a politician "admitting" to crimes they didn't actually commit.
YouTube is also rolling out new AI detection
Starting this month, if YouTube's system detects a video uses AI, it will automatically apply the new AI label, even if the creator did not disclose the AI use themself. That's bad news for would-be spreaders of misinformation: In theory, you should no longer be able to sneakily upload a hyperrealistic AI video on YouTube and pass it off as a legitimate clip—assuming that YouTube's AI detection software is actually accurate.
YouTube says that creators have some control here. The company encourages creators who believe their videos were mistakenly labeled to update the disclosure status in YouTube Studio. However, it's still early days for the feature, so it's not clear how easy this process really is.
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