TikTok is testing a new opt-in feature called "Likeness Detection", which allows creators to find and report AI-generated deepfake videos using their face without permission. The tool, currently limited to a small group of US creators, marks TikTok's latest effort to tackle AI impersonation as deepfake technology becomes more widespread, following similar moves by rivals such as YouTube.

To use the feature, creators verify their identity via third-party service Jumio, using a real-time selfie scan and government ID check; TikTok's systems then scan the platform for matching AI-generated content, which creators can review and report. TikTok says it does not retain ID documents and only uses facial data for likeness matching. The launch follows TikTok's announcement that it has labelled over 3 billion AI-generated videos, removed more than 86 million fake accounts in early 2026, and joined the C2PA steering committee on content authenticity standards. YouTube introduced a comparable likeness-detection tool in October 2025, later extending it to celebrities, talent agencies and all adult users by May 2026.