When Creators’ Originals Get Hijacked: The Hidden Cost of Unauthorized AI-Generated Images & Deepfake Videos

Introduction

Today, creators on platforms like YouTube and Instagram invest time, energy, and creativity into producing original visuals and videos that define their brand and income stream. However, a growing threat has emerged: the unauthorized use of these creations by others via AI-generated images or deepfake videos. This misuse not only undermines the creator’s work but also inflicts substantial harm—some of which may be invisible until it’s too late.

What Does “Unauthorised Use” Mean?

• It can mean an AI tool generates an image or video using the creator’s face, voice, or style without permission.

• Or, someone takes the creator’s visual or video content and repurposes it as their own on social media—misleading followers, brands, or audiences.

• Deepfake technology can create the appearance that someone said or did something they didn’t actually do — this raises serious ethical, reputational, and legal risks.

The Harm Seen by Creators

1. Devaluation of their creative identity
When a creator’s unique style or likeness is copied, their distinction as the original is eroded. Audiences may begin to doubt whether the content truly comes from the creator they follow.
2. Lost revenue opportunities
If a brand or sponsor sees their content being used without authorization, they may hesitate to collaborate. The creator may lose ad revenue, sponsorships, or partnerships because their authenticity is compromised.
3. Reputation and trust damage
When someone impersonates a creator via deepfake or misuses their work, followers may question the creator’s integrity or professionalism. Worse, misleading content can be posted under the creator’s name, causing reputational harm.
4. Legal and ethical responsiblities
Addressing unauthorized use can be costly and time-consuming. In many jurisdictions, laws around AI-generated content, likeness rights, and copyright are still evolving—which may leave creators without adequate protection.

Real-Life Example Highlights

• Artists have sued AI platforms for generating images that mimic their artistic style without consent.

• Individuals have appeared in deepfake videos which they never participated in—and suffered brand or personal backlash as a result.

• Legal frameworks are slowly catching up: some countries are enacting laws targeting non-consensual deepfake distribution and unauthorized AI use.

Strategies for Creators to Protect Themselves

• Add visible watermarks or unique identifiers to your images or video content, making unauthorized use more detectable.

• Keep track of where your content is being shared and monitor for suspicious usage.

• Clarify your usage rights and terms around your content: what you permit, what you don’t.

• Make sure you have backups and documentation of your original work to support any claim.

• Stay updated on the legal side: understand copyright, right of publicity, and relevant AI laws in your region.

Conclusion

As content creators, your originality is your most valuable asset. But unauthorized use of AI-generated or deepfake content doesn’t just threaten one piece of work—it can undermine your brand, revenue, and reputation at once. It’s not just a “copyright issue”; it’s a challenge to your identity as a creator. Taking proactive steps now to protect yourself can save you time, money, and peace of mind down the road.