YouTube makes labeling of synthetic, AI-generated content compulsory for creators

YouTube, owned by Google, has urged its content creators to identify synthetic and AI-generated content as part of its commitment to responsible AI innovation.

The initiative aims to provide viewers with greater transparency regarding the authenticity of the content they consume, as stated in a blog post by YouTube.

The platform is introducing a new tool in Creator Studio that mandates creators to disclose when realistic content, which could be mistaken for genuine, is produced using altered or synthetic media, including generative AI.

However, creators are not obligated to label content that is clearly unrealistic, animated, or incorporates special effects.

This move is designed to enhance transparency and foster trust between creators and their audience. The disclosure label will be visible in the expanded description of the video.

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Moreover, for videos addressing sensitive topics such as health, news, elections, or finance, YouTube will display a more prominent label directly on the video itself.

YouTube has announced that these labels will be gradually implemented across all formats and platforms in the coming weeks, starting with the mobile app and later expanding to desktop and TV formats.

The video platform said it will grant some time to its creators to adjust to the new process, but will consider enforcement measures in the future for creators who consistently choose not to disclose this information.

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“In some cases, YouTube may add a label even when a creator hasn’t disclosed it, especially if the altered or synthetic content has the potential to confuse or mislead people,” YouTube said.

YouTube is also working towards an updated privacy process for people to request the removal of AI-generated or other synthetic or altered content that simulates an identifiable individual, including their face or voice.

With inputs from PTI