The technology works similarly to YouTube’s existing Content ID system, which detects copyright-protected material in users’ uploaded videos, allowing rights owners to request removal or share in the video’s revenue. Likeness detection does the same, but for simulated faces. The feature is meant to help protect creators and other public figures from having their identities used without their permission — a common problem for celebrities who find their likenesses have been used in scam advertisements.
Source: YouTube expands its AI likeness detection technology to celebrities