New YouTube rule: Creators need to disclose AI-generated 'realistic' content

On 14 November 2023, YouTube announced a significant update, requiring creators to disclose the use of altered or synthetic content that appears realistic, especially those generated using artificial intelligence tools.

The disclosure mandate is part of YouTube's broader efforts to enhance transparency and ensure viewers are informed about the nature of the content they are consuming. The move comes as part of Google's ongoing efforts to integrate artificial intelligence tools into its services. Here's a breakdown of the key changes and what users can expect.

Mandatory AI declaration by creators

YouTube recognises the power of AI in creating content that might mislead viewers, especially if the alteration is not apparent.

To counter this, the platform will implement updates over the next few months, making it mandatory for content creators to declare if their videos have been generated using AI. This move aims to keep users informed about the authenticity of the content they are watching.

Ensuring transparency on sensitive topics

YouTube underlines the importance of this AI declaration, particularly in discussions revolving around sensitive topics like elections, conflicts, public health crises, or public officials.

Creators who consistently fail to comply with these guidelines may face consequences such as content removal, suspension from the YouTube Partner Program, or other penalties.

Numerous content creators, spanning various genres such as gaming, informational content, and technology-focused videos, extensively employ AI-generated content in their videos. The multitude of creators makes it impractical to list them in a single line.

Identifying AI-generated content for viewers

To make users aware that they are watching AI-generated content, YouTube plans to include labels in the video description panel. Additionally, a more prominent label will be displayed on the video player itself.

However, recognising that some synthetic media may still pose risks even with labels, YouTube emphasises that content violating community guidelines may be removed from the platform, regardless of labelling.

Empowering users to control AI-generated content

Recognising the diverse nature of user preferences, YouTube will allow users to request the removal of specific AI-generated or synthetic content. To initiate this process, a privacy request system will be in place.

YouTube will evaluate these requests based on various factors, such as whether the content is parody or satire, if the person making the request can be uniquely identified, or if it involves a public official or well-known individual, which may require a higher threshold for removal.