YouTube, the world’s leading video-sharing platform, is rolling out new rules aimed at enhancing transparency regarding the creation of content generated with artificial intelligence (AI). These rules are designed to ensure viewers are aware when content has been altered or synthetically created, particularly if it could be mistaken for reality.

Disclosure Labels

Creators on YouTube will now be required to disclose to viewers when realistic content has been produced using altered or synthetic media, including generative artificial intelligence (GenAI). These disclosures will be prominently displayed to viewers through labels within the expanded video description. For content pertaining to sensitive topics like health, news, elections, finance, and more, the labels will be shown conspicuously on the video itself.

YouTube emphasizes that these new labels are intended to strengthen transparency between creators and their audience, fostering trust within the community. By ensuring viewers are aware of AI-generated content, YouTube aims to minimize confusion and maintain the integrity of its platform.

Scope of the Rules

The rules will apply to content that could easily be mistaken for real, including the use of real people’s likenesses, altered footage of real events or places, and the creation of realistic yet fictional scenes. However, they will not apply to obviously unrealistic content or minor alterations like color adjustments or beauty effects.

Certain uses of AI, such as generating scripts, content ideas, or captions, will not be subject to these disclosure rules. YouTube acknowledges the importance of AI in enhancing productivity and creativity and does not intend to impede its constructive use.

Rollout and Enforcement

The required disclosure labels will be introduced gradually over the coming weeks, starting with the YouTube mobile app before extending to desktop and TV applications. YouTube plans to monitor compliance closely, considering enforcement measures for creators who consistently fail to disclose AI-generated content. Additionally, YouTube reserves the right to add labels to content even if creators do not disclose them, especially if there’s potential for confusion or misinformation.

YouTube’s move towards transparency aligns with broader industry efforts to address AI-generated content. In October, Adobe and several other companies collaborated to establish a symbol that can be attached to content, providing metadata indicating its provenance, including whether AI tools were used in its creation.

As YouTube continues to evolve, ensuring transparency around AI-generated content becomes increasingly vital. By implementing these new rules, YouTube aims to empower viewers with the information they need to make informed decisions while promoting authenticity and trust within its community.