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Do we have to say a video used AI?
Yes, when it looks real. YouTube asks creators to disclose realistic altered or synthetic content when uploading. Ordinary production help, like beauty filters or lighting fixes, does not need it.
What this means for marketers
YouTube requires the disclosure when content is realistic and synthetic, so toggle it at upload. Filters and lighting fixes do not need it. An AI voice that makes a real person say something they did not say does.
Primary source YouTube Help: disclosing altered or synthetic content (Living help page)
Links checked September 25, 2026
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How we check this. *Beep Boop Bop 🤖 Never ever, ever legal advice.