Partnering with Creative Artists Agency on the next generation of responsible AI tools for talent
Dec 17, 2024 – [[read-time]] minute read
Earlier this summer, we announced plans to develop tools that will give creators and artists more awareness and control over how AI is being used to depict them on YouTube.
Today, we're taking an important step forward by announcing a partnership with leading entertainment and sports agency Creative Artists Agency (CAA). Through this collaboration, several of the world’s most influential figures will have access to early-stage technology designed to identify and manage AI-generated content that features their likeness, including their face, on YouTube at scale. As part of the partnership, they’ll provide critical feedback to help us build our detection systems and refine the controls.
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Partnering with leading talent represented by CAA
Early next year, we’ll begin testing our latest likeness management technology with leading celebrity talent, including award-winning actors and top athletes from the NBA and NFL. In addition to surfacing AI-generated content that depicts their likeness, this tool will provide easy access to submit requests for removal through our privacy complaint process.
By collaborating with CAA, we’ll gain insight from some of the world’s most influential figures—some of whom have been significantly impacted by the latest waves of AI innovation—to refine our product before releasing it to a wider group of creators and artists. CAA’s clients’ direct experience with digital replicas in the evolving landscape of AI will be critical in shaping a tool that responsibly empowers and protects creators and the broader YouTube community.
Importantly, this is the first step of a larger testing effort. Over the next few months, we’ll announce new testing cohorts of top YouTube creators, creative professionals, and other leading partners representing talent.
A future defined by collaboration
The emergence of AI has sparked important conversations about the need for artists and creators to have more control over how their likeness is represented. We believe meaningful progress is only possible through collaboration.
CAA has a long history of advocating for artists' rights, including significant investments in the CAAvault, a talent-focused service that scans, captures, and securely stores clients’ digital likenesses, including face, body and voice. This expertise and commitment to responsible innovation make them a strong first partner as we work together to shape a future
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"At YouTube, we believe that a responsible approach to AI starts with strong partnerships. We're excited to collaborate with CAA, an organization that shares our commitment to empowering artists and creators. In the days ahead, we’ll work with CAA to ensure artists and creators experience the incredible potential of AI while also maintaining creative control over their likeness. This partnership marks a significant step toward building that future."
- Neal Mohan, YouTube CEO
"Neal and I started speaking earlier this year about the importance of creating a responsible AI ecosystem that protects artists, while unlocking new possibilities for creative expression. At CAA, our AI conversations are centered around ethics and talent rights, and we applaud YouTube’s leadership for creating this talent-friendly solution, which fundamentally aligns with our goals. We are proud to partner with YouTube as it takes this significant step in empowering talent with greater control over their digital likeness and how and where it is used."
- Bryan Lourd, CEO and Co-Chairman of Creative Artists Agency
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Our continued focus on responsibility
We’ve long said that at YouTube, we're not just talking about responsible AI; we're taking steps to build it. We're committed to working across the industry and directly with our community to develop tools and solutions that address the challenges and opportunities presented by AI, ensuring a future where technology emboldens creativity and empowers our creators and partners.