YouTube CEO Neal Mohan has revealed that creators are increasingly concerned about AI-generated imitations of themselves, particularly when it comes to their likeness. Speaking on the "All-In Podcast" aired October 8, Mohan highlighted that the most valuable asset for creators—whether they’re Hollywood celebrities, YouTubers, or artists—is their identity, including their face and voice. He noted that creators are especially anxious about AI producing realistic duplicates of them without consent. To address this, YouTube is developing a new tool focused on "likeness detection," designed to identify when a video features an AI-generated version of a person. The goal is to give creators control over such content—either allowing it to be removed or, in some cases, choosing to monetize it. Mohan emphasized transparency, explaining that YouTube already notifies users when a video has been created using AI. He stressed that empowering creators with choices is essential in maintaining trust and fairness on the platform. While YouTube continues to embrace AI, particularly through new tools aimed at helping audio-first podcasters expand their reach, the rise of advanced AI video generation has sparked concern. Platforms like OpenAI have introduced powerful tools such as Sora 2, which can generate highly realistic video content, raising the stakes for content authenticity. Some top creators are alarmed. MrBeast, whose real name is Jimmy Donaldson, recently shared on X that the growing quality of AI-generated videos could disrupt the entire creator ecosystem. “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 wrote. “Scary times.” YouTube’s efforts to detect AI-generated likenesses and give creators more control are part of a broader industry response to the challenges posed by generative AI. As the technology evolves, the balance between innovation and protection of creator rights remains a central focus.