YouTube CEO Neal Mohan has addressed growing concerns among content creators about AI-generated deepfakes that replicate their likeness, voice, and identity. Speaking on the “All-In Podcast” episode that aired October 8, Mohan revealed that creators across the spectrum—from Hollywood celebrities to YouTubers and artists—are increasingly anxious about AI technology being used to create unauthorized duplicates of themselves.
Mohan emphasized that protecting creator likeness has become a top priority for the platform. “In the creator business and the creativity business, whether you’re a Hollywood celebrity or a YouTuber or an artist, the thing that I hear over and over that they really care about is their likeness,” he explained. Singers are particularly concerned about AI replicating their voices, while traditional YouTubers worry about their faces being used without permission.
To combat this emerging threat, YouTube is developing “likeness detection” technology—an algorithmic system designed to identify AI-generated content that mimics creators’ identities. Building on YouTube’s existing Content ID system, which manages copyrighted material, this new tool will give creators control over how their digital likeness is used. “The algorithm should be good enough to actually detect that, and give you a choice as to whether that should come down,” Mohan stated. He added that some creators might even choose to monetize such content, emphasizing that “giving creators control is important.”
The platform has already implemented transparency measures, notifying users when videos are created using AI technology. This approach reflects YouTube’s attempt to balance embracing AI innovation while protecting creator rights.
YouTube is simultaneously embracing AI capabilities in other areas. The platform recently announced new AI tools specifically designed to attract audio-first podcasters, while competitors like OpenAI launched Sora 2, an updated version of its generative AI video feature, intensifying competition in the AI video space.
The concerns aren’t limited to YouTube executives. MrBeast (Jimmy Donaldson), the world’s most-subscribed individual YouTuber, expressed anxiety about AI’s potential impact on the creator economy. “When AI videos are just as good as normal videos, I wonder what that will do to YouTube and how it will impact the millions of creators currently making content for a living,” he posted on X, adding “Scary times.”
The situation highlights the delicate balance platforms must strike between technological innovation and creator protection as AI-generated content becomes increasingly sophisticated and difficult to distinguish from human-created material.
Key Quotes
In the creator business and the creativity business, whether you’re a Hollywood celebrity or a YouTuber or an artist, the thing that I hear over and over that they really care about is their likeness.
YouTube CEO Neal Mohan explained the primary concern he hears from content creators across all categories, highlighting how AI-generated deepfakes threaten their most valuable asset—their personal identity and brand.
The algorithm should be good enough to actually detect that, and give you a choice as to whether that should come down. Or there might be some creators that choose to monetize it. Giving creators control is important.
Mohan described YouTube’s planned likeness detection system, emphasizing a creator-first approach that provides options rather than imposing top-down decisions about AI-generated content featuring their likeness.
When AI videos are just as good as normal videos, I wonder what that will do to YouTube and how it will impact the millions of creators currently making content for a living. Scary times.
MrBeast (Jimmy Donaldson), the world’s most-subscribed individual YouTuber, expressed existential concerns about AI’s potential to disrupt the entire creator economy, reflecting widespread anxiety among content creators.
Our Take
YouTube’s likeness detection initiative represents a pragmatic response to an inevitable collision between generative AI and creator rights. However, the technical challenge shouldn’t be underestimated—distinguishing AI-generated content from authentic material in an arms race where AI models continuously improve is extraordinarily difficult. What’s particularly noteworthy is Mohan’s suggestion that creators might monetize their AI likenesses, hinting at a future where digital twins become licensed assets. This could create a two-tier system: established creators who can monetize their AI replicas, and emerging creators who struggle to build authentic audiences amid AI-generated noise. MrBeast’s concerns are well-founded—if AI can produce content at scale that matches human quality, the economics of content creation fundamentally change. YouTube’s success in implementing effective likeness protection will likely determine whether the platform remains creator-friendly or becomes dominated by AI-generated content, reshaping digital media’s entire landscape.
Why This Matters
This development represents a critical inflection point for the creator economy and digital content platforms. As AI-generated content becomes indistinguishable from human-created material, the fundamental business model that supports millions of content creators faces disruption. YouTube’s response—developing likeness detection technology—could set industry standards for how platforms protect creator identity in the AI era.
The implications extend beyond YouTube. With the creator economy valued at over $100 billion and supporting millions of livelihoods globally, AI deepfakes pose existential threats to individual creators’ brands and income streams. If audiences can’t distinguish between authentic and AI-generated content, the trust-based relationship between creators and their communities erodes.
Moreover, this issue intersects with broader concerns about AI regulation, digital rights, and intellectual property. YouTube’s approach of giving creators control over their AI-generated likenesses could influence legislation and industry practices worldwide. As generative AI tools like OpenAI’s Sora 2 become more accessible, the urgency of establishing protective frameworks intensifies. The fact that even mega-creators like MrBeast express concern underscores how AI is fundamentally reshaping digital media’s future.
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Source: https://www.businessinsider.com/youtube-ceo-neal-mohan-creator-economy-ai-fears-2025-10