# What is likeness detection?

> Likeness detection is a YouTube feature that finds videos matching a person's face, including AI-generated deepfakes, so that the person can request removal. Since April 2026 it has been open to talent agencies, management companies and the talent they represent.

- URL: https://www.mvpdata.net/en/glossary/likeness-detection
- Updated: 2026-09-30
- Also known as: YouTube likeness detection, Deepfake detection, 肖像检测
- 简体中文: https://www.mvpdata.net/glossary/likeness-detection

Likeness detection works much like YouTube's Content ID, but it matches a person's face rather than a work: it looks for AI-generated content with a participant's likeness, such as a deepfake of their face.[^1] A video that matches the person's face can then be reported with a likeness removal request under YouTube's privacy policy, or with a copyright removal request where it uses the person's copyrighted work.[^2] In Chinese it is called 肖像检测 (xiàoxiàng jiǎncè).

Who can use likeness detection, on what conditions, and what else a celebrity can do when AI copies their face or voice are set out on [Celebrities & artists](https://www.mvpdata.net/en/ip/celebrities#likeness).

## Further reading

- Social media and personal brand management for celebrities: [Celebrities & artists](https://www.mvpdata.net/en/ip/celebrities)

## Related terms

- [What is a digital replica?](https://www.mvpdata.net/en/glossary/digital-replica): A digital replica is a computer-generated, highly realistic voice or likeness that people would readily identify as a particular person's. California and Tennessee have specific rules: one limits contract clauses that let a replica stand in for a performer, the other protects the voice.
- [What is notice and takedown?](https://www.mvpdata.net/en/glossary/notice-and-takedown): Notice and takedown is the rule under which a rights holder notifies a platform of infringing content and the platform acts on it. China and the US use it; Canada's copyright law uses notice and notice, which requires a notice to be forwarded, not content to be removed.
- [What is a head influencer?](https://www.mvpdata.net/en/glossary/top-ip): A head influencer is a creator or public figure whose influence and commercial value rank at the head of their field or platform, in the Chinese industry's head, waist and tail tiers. Unlike "mega influencer", usually meaning one million-plus followers, the head tier is relative, not a follower count.

[^1]: Expanding likeness detection to the entertainment industry, YouTube Official Blog. Published 2026-04-21. https://blog.youtube/news-and-events/youtube-likeness-detection-ai-protection/ (Checked 2026-09-30, May be unavailable in mainland China)
[^2]: Likeness detection on YouTube, YouTube Help. https://support.google.com/youtube/answer/16440338 (Checked 2026-09-30, May be unavailable in mainland China)