TikTok begins opt-in testing of AI tool to detect unauthorized use of creators’ likenesses

TikTok is running a limited test of an AI-powered tool that scans for content mimicking a creator’s likeness and allows them to report unauthorized uses to the company. The feature is opt-in and initially available to some US creators, according to a TikTok US spokesperson.

To use the tool, creators must first complete an identity verification process administered by Jumio, which involves a real-time selfie scan and ID check. TikTok states that it does not retain ID documents and that facial information is used only for likeness matching and to help identify potential unauthorized uses of a creator’s likeness.

After verification, TikTok’s system scans for AI-generated content that may use a creator’s likeness. Creators can then review matches and report posts or accounts they believe infringe on their likeness rights.

The company’s move follows YouTube’s rollout of a similar tool to all adult users, reflecting a broader industry trend toward creator-focused protections against AI deepfakes.