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:
Rule 01
Is it Realistic AI-Generated Content?
YouTube is asking video creators to disclose when AI tools have been used to create content that appears realistic.
This means any content that could be mistaken for real people, places, or events must be labelled as AI-generated.
The underlying principle is to ensure that viewers are aware that what they are watching might not be genuine and has been altered or created synthetically using AI technologies.
Rule 02
Is it Non-Realistic Content?
The new rules do not apply to content that is clearly NOT intended to be real. So, animation, certain creative applications, and some special effects, or is stories that are fantastical in nature.
Supposedly, this means that creators of animated videos or content with obvious CGI effects are not obliged to disclose the use of AI in such instances. This is where our biggest concerns lay.
Rule 03
What about productivity?
Apparently creators are not required to disclose the use of AI for productivity purposes, such as generating scripts, content ideas, post production support, or automatic captions.
AI tools used behind the scenes that do not influence the realistic appearance of the content do not require disclosure.
While this is great at the moment, it does influence how far we should be augmenting our AI productions - and illustrates the direction of travel for YouTube's own AI augmentations.
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?
Compliance:
Similar to the "content ID" copyright policies from a few years ago - we need to be vigilant and proactive in labelling branded content appropriately.
Failure to do so will likely lead to the same sort of penalties; including muting the content, demonetisation, down ranking, content removal, and potential channel strikes.
Content Strategy:
The new disclosure rules might influence how we approach these content strategies going forward. We should leverage EVERY advantage we can in creating the content, and optimising it but relying too heavily on AI influence might be a step too far.
We also need to think about the excessive use of VFX in our personalisation of this content.
Audience Perception:
Transparency and authenticity has ALWAYS been the name of the game for YouTube and Google. And this is the same with ethic AI usage. Proper disclosures can build trust with viewers, creating a more honest relationship and potentially enhancing viewer loyalty. It will also build a positive reputation with YouTube and the algo.
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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