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 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,”