YouTube has announced a major policy shift that will bar channels from earning money on content deemed repetitive, low-effort, or primarily generated by artificial intelligence, starting from 15 July 2025.

In an update to its Partner Program monetisation rules, the platform said creators must now produce “original and authentic” content to qualify for earnings, a move expected to impact thousands of channels globally.

“We are updating our guidelines to better identify mass-produced and repetitious content. This update better reflects what ‘inauthentic’ content looks like today,” YouTube said in a statement on Tuesday.

While the platform has long discouraged reused or spam-like content, this is the most explicit move yet to tighten enforcement against AI-heavy videos and template-driven uploads. Affected content types may include AI-generated avatars and voiceovers, auto-scripted explainers, and faceless channels that post similar videos in bulk.

The new rules do not completely ban the use of AI, but creators using such tools will be expected to add personal creativity and meaningful commentary to maintain monetisation eligibility.

Virtual YouTubers those who use animated avatars—are not targeted by the update, provided they include original voiceovers and storylines. However, those who rely exclusively on automated generation may face demonetisation.

“YouTube wants to preserve the viewer experience by prioritising genuine human creativity over algorithmic shortcuts,”

The platform is urging creators to produce unique content, avoid repetitive formats, and ensure their work contributes original value. It has also warned that overreliance on generative AI may lead to channels being flagged under the new inauthentic content guidelines.

Industry observers say the rule change could affect software developers and AI tool providers who cater to content creators. It could also reshape the way content is produced across YouTube, especially in niches like tech explainers, motivational videos, and gaming walkthroughs.

The update comes amid broader industry scrutiny of generative AI’s role in content creation and its potential to dilute quality or spread misinformation.

Until YouTube offers more detailed clarification post-implementation, creators are being advised to revisit their video strategies to remain compliant.

YouTube remains one of the world’s largest content platforms, with over 2 billion logged-in monthly users. (The Guardian)