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YouTube has teamed up with the Creative Artists Agency (CAA), a talent representation firm based in Century City, to help actors and athletes manage their digital images in AI-generated content more effectively.
Starting next year, NBA and NFL actors and athletes will have access to technology that identifies AI-generated content on YouTube featuring their digital likeness, including their faces. They will have the option to request its removal through a privacy complaint process, according to YouTube.
YouTube, which is owned by Google, mentioned that this is part of a broader test for its likeness management technology.
“By collaborating with CAA, we aim to gather insights from some of the world’s most influential figures—many of whom have been affected by recent AI advancements—to refine our product before wide release,” YouTube stated in a blog post.
In the coming months, YouTube plans to announce additional testing groups, including top YouTube creators and creative professionals.
“In the near future, we’ll partner with CAA to ensure artists and creators can leverage the incredible potential of AI while maintaining creative control over their likeness,” said YouTube CEO Neal Mohan. “This partnership is a significant step toward building that future.”
There have been concerns in Hollywood about AI’s growth, its impact on jobs, and how artists will be compensated for the use of their likeness in AI applications. Concerns have also been raised about the increase in deepfakes, such as fake videos showing celebrities endorsing or doing things they haven’t actually done.
Earlier this year, a voice named Sky, used by OpenAI’s ChatGPT, sparked controversy. Scarlett Johansson, a CAA client and “Black Widow” actress, expressed concerns that the AI firm based in San Francisco used her voice in a demo without permission. OpenAI claimed they used another actor’s voice but eventually removed it.
CAA has taken steps to protect its clients’ rights, including launching the CAAvault last year. This tool scans clients’ bodies and records their movements and voices to create digital versions of them. Participants can create and own their digital likenesses, which the agency believes will help protect against copyright infringement and allow talent to earn more.
The agency has not yet disclosed the names or number of clients who will access the technology through the YouTube partnership. CAA represents clients like George Clooney, Brad Pitt, and Nicole Kidman.
“At CAA, our conversations about AI focus on ethics and talent rights, and we commend YouTube’s leadership for offering this talent-friendly solution, which aligns with our goals,” said CAA Chief Executive Bryan Lourd. “We are proud to partner with YouTube as it takes a significant step in empowering talent with greater control over their digital likeness and its usage.”
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