TikTok is testing a device that lets creators discover and report AI-generated movies that use their face with out their permission.
The opt-in characteristic, known as Likeness Detection, is being examined with a restricted group of creators within the United States.
It was first noticed by social media advisor Matt Navarra, who wrote in a submit on X on Friday (July 17) that TikTok was testing the characteristic with “some US creators.”
“It surfaces AI-generated content material that will use a creator’s face with out consent,” Navarra wrote.
The check is restricted to a small group of US creators, TikTok US spokesperson Zachary Kizer advised The Verge.
To make use of the device, creators first confirm their identification by means of Jumio, a third-party identity-verification service.
The method entails a real-time selfie scan and a authorities ID test.
As soon as a creator is verified, TikTok‘s methods scan the platform for AI-generated movies that seem to make use of that particular person’s face.
“TikTok doesn’t retain ID paperwork, and facial info is used just for likeness matching and to assist establish potential unauthorized makes use of of a creator’s likeness.”
Zachary Kizer, TikTok (by way of The Verge)
Creators can then evaluate any matches and report the posts or accounts they imagine are utilizing their likeness with out authorization.
Kizer mentioned that “TikTok doesn’t retain ID paperwork, and facial info is used just for likeness matching and to assist establish potential unauthorized makes use of of a creator’s likeness.”
The characteristic is TikTok‘s newest transfer in opposition to deepfakes and AI impersonation.
It’s separate from the platform’s current work to label AI-generated content material.
Days earlier, on July 10, TikTok mentioned it had labeled greater than 3 billion movies as AI-generated content material, utilizing a mixture of Content material Credentials, creator labeling instruments and invisible watermarking.
The identical day, TikTok mentioned it was becoming a member of the Steering Committee of the Coalition for Content material Provenance and Authenticity (C2PA), the physique behind the Content material Credentials normal, which TikTok says it was the primary video platform to undertake two years in the past.
The usual flags when a bit of content material has been generated or edited with AI.
TikTok added that it had eliminated greater than 86 million pretend accounts within the first quarter of 2026, and that it could start testing improved detection methods for accounts that submit AI-generated spam.
“At TikTok, we imagine AI can remodel how individuals share their creativity, uncover new passions, and keep protected on our platform when used transparently and responsibly,” the corporate mentioned.
On the music aspect, TikTok has already been policing manipulated audio.
Its distribution arm, SoundOn, in April started utilizing content-recognition agency ACRCloud‘s Spinoff Works Detection service to intercept unauthorized uploads earlier than they attain streaming providers.
That system additionally requires uploaders to confirm their identification with photograph ID, with flagged tracks despatched for human evaluate.
TikTok shouldn’t be the primary platform to supply creators this sort of safety.
YouTube started rolling out its personal likeness-detection device in October 2025, initially for a restricted set of creators.
In April, YouTube prolonged the device to celebrities and expertise businesses, no matter whether or not they have a YouTube channel.
These companions included CAA, UTA, WME and Untitled Administration. In Could 2026, YouTube widened the device once more, opening it to all customers aged 18 and over.
YouTube says its system works like Content material ID, its copyright-matching know-how, besides that it scans for a creator’s face relatively than for copyrighted materials.
The YouTube device presently detects faces solely, and the corporate says it goals to increase it to voice in 2026.
The instruments are arriving because the music trade escalates its personal struggle in opposition to AI deepfakes and impersonation.
In March, Sony Music requested streaming providers to take down greater than 135,000 tracks it mentioned had been made by fraudsters utilizing generative AI to impersonate artists on its roster.
Dennis Kooker, President, World Digital Enterprise & US Gross sales at Sony Music Leisure, has mentioned such deepfakes trigger “direct business hurt to reputable recording artists.”
Additionally in March, Spotify started piloting an opt-in characteristic, Artist Profile Safety, that lets artists approve releases earlier than they seem on their profiles.
Rival service Deezer has mentioned it receives practically 75,000 totally AI-generated tracks a day, about 44% of its every day uploads.
The music trade’s concern over AI voice-cloning dates to the 2023 “pretend Drake” monitor, which drew lots of of hundreds of streams earlier than providers pulled it.
For now, TikTok‘s Likeness Detection device stays a check, out there to a small group of US creators, and the corporate has not mentioned when – or whether or not – it’s going to roll out extra broadly.Music Enterprise Worldwide
