If you see an AI version of your favourite content creator while scrolling through your feed, while sipping a coffee. Don’t be surprised. It is the new feature that YouTube is working on.
YouTube CEO Neal Mohan announced new AI-powered tools that will help content creators generate an AI-powered version of themselves for shorts. According to the CEO, this will give creators full autonomy over the AI content to create content according to their liking.
YouTube Shorts have seen a sharp rise in their popularity, and AI has also become a central pillar of technology. The company has decided to integrate both platforms. YouTube is the main source of earnings for millions of people around the globe. YouTube is adopting this new strategy, of using AI to redefine the digital content creation. Apart from this, they can use AI tools to generate a game through-text based prompt and experiment with music beats.
According to YouTube, they are gradually adding different features like AI-generated short clips, stickers, auto dubbing and other creative tools to Shorts, for a better experience. YouTube will provide the settings to creators, which will allow them to decide whether their AI-generated avatar, voice or face can be used in videos or not.
The creators will have full autonomy over the use of their likeness; they can set the limits of how and why it appears, and most importantly, complete protection against unauthorised use or deepfake videos. However, if any content is found, creators can request its removal.
YouTube is facing the problem of poor-quality AI-generated content, like other platforms and is working on it. As this could lead to frustration among the viewers, a lack of trust and affiliation with the platform will lead to reduced user engagement. It would be difficult for the viewer to find authentic videos.
In an emerging economy like Pakistan, where the content creation is evolving at a sharp pace. The AI-driven feature may play a pivot role in improving the quality of videos and reducing the time, cost and equipment-related concerns among the creators.
This will be for newbies with no access to professional cameras, having a perfect studio or creators who cannot hire editing professionals. Globally, we have seen companies are becoming more considerate by integrating AI to enhance the user experience, but with moral and ethical responsibility towards society.
Lastly, Creators will use AI to enhance creativity, but not be able to replace the person who is behind the content. As Mohan said:
“Throughout this evolution, AI will remain a tool for expression, not a replacement.”
YouTube CEO Neal Mohan