YouTube is introducing new rules for AI-powered content, including requiring creators to disclose whether they used generative artificial intelligence to create realistic-looking videos, CBS News reports.

In a blog post outlining a number of updates to the AI-related rules, YouTube said creators who don’t disclose whether they used AI tools to create videos will face penalties, including having their content removed or being suspended from the platform’s revenue-sharing program.

“Generative AI has the potential to unlock creativity on YouTube and transform the experience for viewers and creators on our platform. But just as important, these opportunities must be balanced with our responsibility to protect the YouTube community”, Jennifer Flannery O’Connor and Emily Moxley, vice presidents for product management, wrote in the blog post.

Under the latest changes, which will take effect by next year, YouTube users will get new options to indicate whether they’re posting AI-generated videos that, for example, depict a realistic event that never happened or show someone saying or doing something they didn’t actually do.

O’Connor and Moxley emphasized the heightened significance of these measures, particularly when the content delves into sensitive subjects like elections, ongoing conflicts, public health crises, or involves public officials.

To enhance transparency, modified videos will carry identifiable labels, prominently displayed on the YouTube video player for topics requiring sensitivity.

The platform is also leveraging artificial intelligence to proactively identify and remove content violating its rules. According to the company, this technology has proven effective in swiftly identifying “new forms of abuse.”

For YouTube music partners such as record labels or distributors, there is now a provision to request the removal of AI-generated music content that imitates an artist’s distinct singing or rapping style.

Furthermore, YouTube is updating its privacy complaint process to accommodate requests for the removal of AI-generated videos that replicate an identifiable person, encompassing both their facial features and voice.

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