The largest short video platform, TikTok, is launching a test of an innovative tool called Likeness Detection, designed to find and block content created using AI-generated copies of creators' appearances. Currently, the feature is available to a limited group of creators in the United States.
The tool's mechanism works as follows: the system automatically scans the platform for videos in which artificial intelligence algorithms reproduce a specific blogger's face. If suspicious content is detected—whether it's a deepfake or a fake account—the creator gets the opportunity to quickly file a complaint.
To activate the feature, users must undergo strict identity verification through the Jumio service. The procedure includes a live selfie and scanning of an identification document. TikTok representatives emphasize that the company does not store copies of the provided documents, and biometric data is used solely to find matches and is not shared with third parties.
This step is a direct response to the rapid growth in the number of deepfakes, which have become a serious threat to the reputation of public figures. The Likeness Detection tool not only helps protect creators' rights but also increases trust in the platform as a whole.
Expert opinion: The implementation of such mechanisms is a logical and necessary stage in the evolution of social networks. However, the system's effectiveness will directly depend on the accuracy of recognition algorithms and the speed of moderation response. For now, the tool is in the testing phase, and its scaling to a global audience may face serious technical and legal challenges, especially in jurisdictions with different standards for personal data protection.