YouTube is expanding its AI deepfake monitoring system to include celebrities, allowing Hollywood figures to identify and request the removal of unauthorized AI-generated videos featuring their likeness. The platform's new likeness detection tool scans content to flag deepfakes for public figures enrolled in the program. While the system operates regardless of whether a celebrity maintains a YouTube channel, participants must verify their identity by submitting a government ID and a selfie video. This initiative follows a phased rollout, having first tested the feature with content creators last fall and later extending it to politicians and journalists in March. Under current policies, takedowns are evaluated against YouTube's privacy guidelines, meaning removal is not guaranteed. Protected uses such as parody and satire remain permissible on the platform. YouTube noted that during earlier tests with creators, the number of removal requests was very small, suggesting limited immediate demand for suppression. The new tool functions similarly to YouTube's existing Content ID system for copyright, though a key difference exists. Content ID allows rights holders to monetize other users' videos containing their material, whereas the likeness detection feature does not yet support revenue sharing. However, industry analysts suggest that monetization capabilities could be integrated in the future as the technology matures. This shift aligns with broader trends where talent agencies, such as CAA which supported the expansion, help entertainers manage their digital identities. Some clients are already exploring commercial opportunities by licensing their biometric data for AI applications. Recent developments highlight the dual nature of this technology. Earlier this month, YouTube introduced a feature enabling creators to digitally clone their own likenesses for use in videos. Meanwhile, high-profile cases, such as TikTok star Khaby Lame's attempts to sell his likeness rights, illustrate both the potential for commercial gain and the legal complexities involved. The response from the entertainment industry remains nuanced. While some talent managers view the surge in AI deepfakes as a unique way to engage with fans, others see the need for control. Celebrities face a strategic decision: request the removal of content when eligible or allow fan-made material to proliferate. Ultimately, the landscape is shifting toward a model where entertainers may welcome AI-generated deepfakes, provided they receive appropriate compensation for their likeness. As the technology evolves, the balance between protecting personal identity and leveraging AI for commercial growth will likely define the future of digital celebrity management on the platform.