YouTube and Creative Artists Agency (CAA) are breaking new ground in the battle against unauthorized AI-generated content, with an innovative, new partnership that is set to empower top-tier talent—including NBA and NFL stars—to identify and manage AI-created content featuring their likenesses on YouTube.
Leveraging YouTube’s cutting-edge likeness management technology, this collaboration promises unprecedented control over personal branding in the digital realm. Athletes and other CAA clients will be able to detect and flag AI-generated imitations of their faces, protecting their reputation and influence in a rapidly evolving tech landscape.
The technology is still in its early stages, but the partnership aims to refine and expand it. By incorporating feedback from artists, YouTube plans to enhance its detection systems and develop tools that offer even more robust controls. This feedback-driven approach ensures the solution evolves to meet the unique challenges faced by athletes and creators alike.
Testing is slated to begin early next year, and the impact on sports stars could be transformative. Athletes will have streamlined access to request content removal via YouTube’s privacy complaint process, giving them a critical tool to combat misuse of their image. Beyond protection, this initiative reinforces the value of athletes’ digital personas in maintaining trust and engagement with their audiences.
“At YouTube, we believe that a responsible approach to AI starts with strong partnerships. We’re excited to collaborate with CAA, an organization that shares our commitment to empowering artists and creators,” said Neal Mohan, CEO of YouTube. “In the days ahead, we’ll work with CAA to ensure artists and creators experience the incredible potential of AI while also maintaining creative control over their likeness. This partnership marks a significant step toward building that future.”
Bryan Lourd, CEO and co-chairman of CAA, added: “Neal Mohan and I started speaking earlier this year about the importance of creating a responsible AI ecosystem that protects artists and their IP rights while unlocking new possibilities for creative expression. At CAA, our AI conversations are centred around ethics and talent rights, and we applaud YouTube’s leadership for creating this talent-friendly solution. We are proud to partner with YouTube as it takes this significant step in empowering talent with greater control over their digital likeness and how and where it is used.”
For athletes, this collaboration isn’t just about protection—it’s a statement about the power of technology to safeguard their legacy. With AI’s capabilities expanding, this partnership sets a new standard for managing digital rights in sports and entertainment. Stay tuned for updates as this initiative rolls out in the coming months.