YouTube is experimenting with algorithms to “enhance the clarity” of uploaded videos. This happens without the creator's knowledge and significantly changes the appearance of the original video, the Atlantic reports.
Users report “overly sharp edges”, “plastic” effects, and smooth textures. A blogger named Bravo said his VHS-style video looks completely different after downloading. Music YouTuber Rhett Schall, with over 700,000 subscribers, said the algorithms appear to be the creators using AI to create content and deepfakes.
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Google explained that it uses “traditional machine learning to remove noise and blurry” rather than generate AI. However, the company does not specify the term “generate” and the process itself is similar to the work of diffusion models commonly used in modern AI tools for creating and enriching images. Such techniques may partially explain the distinctive “sleek” appearance of processed videos.
It is unclear whether the test applies to all videos or to a subset of viewers. Meanwhile, YouTube is actively promoting its own tools for generating short videos that can automatically add effects and animations. Some users suggest that the company is trying to create a more unified look of content on the platform, gradually accustoming the audience to “AI aesthetics.”
Other platforms have conducted similar experiments. Meta is testing the creation of AI chatbots for Facebook and Instagram. Tiktok has started a section for creating videos using AI, and Snapchat offers tools for generating images based on selfies.
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