Algorithm Change:

Is YouTube changing the rules on Content with AI?

YouTube is changing it's approach to "altered or synthetic" content!

YouTube has had an interesting relationship with VideoAI content in the past. Both in supporting and advocating for its use, and fining and vilifying the outputs. But this is the first time we've seen YouTube intent on demanding that creators disclose inclusion of the technology. 

Most creatives, creators, and marketing teams will use YouTube as a video repository for their content, and unless you are VERY new to the production process, or have been living under a bridge for the past 5 years - you will have used some form of AI across the ideation, scripting, creation, production, post production, or optimisation of your video content. 

I mean, AI tools are integrated throughout a modern production agencies toolkits, from script support to asset categorisation, text editing to visual effects. Its almost impossible to use editing tools these days without touching an AI optimised tool.

So, we're going to delve deeper into these new YouTube's AI disclosure policies, breaking down what marketeers, brands, and agencies need to know, and how it impacts our content production practices, and our SEO recommendations for the future. 

What's behind YouTube’s AI disclosure rules

YouTube have boiled down the entire AI policy into three bullet points, and at the moment the compliance is NOT mandatory.

YouTube has introduced these new AI disclosure rules to ensure viewers can distinguish between real, altered, or synthetic content.

This idea stems from growing concerns around the creation of copycat (Deep fakes) AI-generated content, designed to mislead or deceive viewers. The thought is that by disclosing the use of AI, YouTube thinks that it will protect a higher level of transparency and trust between creators and their audiences.

There are a couple of problems here though....

  • The declaration is voluntary and designed for the creator to decide.
  • The tick box doesn't (currently) change the ranking potential of the video.
  • If the desire was to deceive the viewer with a deepfake video, I doubt the creator would be bothered by an obligation to check "Altered Content"

Let's have a look at these YouTube AI disclosure rules:

What does disclosure look like?

Well at the moment, the process is a radio button visible on the upload phase of your content deployment.

YouTube is asking marketers to choose to adorn their content with the label "altered or synthetic content" through new labelling tools.

Similar to the Instagram "sponsored content" rules about 10 years ago - we're seeing the first steps towards regulation and categorisation for AI generated content. 

Its nothing....right now! But this is the architecture to expand their disclosure later on. 

This disclosure is not always shown to the viewer, however this is assumed that it will be more heavily regulated on more sensitive subjects, such as; kids content, news, political, and emergency / breaking news content. 

What are the implications for marketers & agencies working with Brand Channels?

This is why we're here right? How is this going to influence the SEO optimised approach to creating great branded content, thats going to continue to resonate with the audience, but also engage new audiences in the journey? 

What's the future of AI in video content creation?

Well, information is power: The more we know and the more we can attribute for - the better our understanding and expectations will be.
Evolving Guidelines:

As AI technology evolves on EVERY platform, so will the rules, regulations, and guidelines around its use. Brands and agencies need to stay a breadth of potential updates to YouTube's policies and adapt accordingly. This means continuously updating their knowledge and practices, alternatively check in with VCC! 

Balance innovation and regulation:

YouTube is a powerful platform in most long-term content strategies. Its STILL the second largest search engine, and is walking a fine line between embracing AI innovation and imposing regulations. 

Educational Resources:

YouTube (and Google) have always been open with their planned regulations, when it comes to ranking factors on YouTube. But where this knowledge comes with significant logistical changes to branded content streams we need to be ready to adapt and pivot to protect the credibility of he channel. 

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YouTube is changing the rules for video content, generated with AI
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