NVIDIA’s DLSS 5 Demo Video Briefly Taken Down Because YouTube’s Take Down Process Sucks

Last month, we discussed NVIDIA’s demo video for its forthcoming DLSS 5 technology and the controversy surrounding it. While I’m going to continue to be of the posture that an injection of nuance is desperately needed in the reaction to AI tools and the like, our comments section largely disagreed with me on that post. That’s cool, that’s what this place is for, and I still love you all.

But this post is not about DLSS 5. Rather, it’s about the video itself and how it was briefly taken down over automated copyright claims thanks to an Italian news channel. Please note that the source material here was written while the video was still down, but it has since been restored.

And now, here we are in April, and NVIDIA’s DLSS 5 announcement trailer is no longer available to watch on YouTube on the company’s official GeForce channel. And no, it’s not because NVIDIA is responding to the feedback and retooling the technology for a re-reveal or re-announcement; it’s now blocked on “copyright grounds.”

A clear mistake, but also one that highlights the limitations of Google’s automated system for YouTube. Apparently, the Italian television channel La7 included footage from the DLSS 5 reveal in a recent broadcast and has since copyrighted it. From there, essentially every video on YouTube with DLSS 5 trailer footage was issued a copyright strike and said to be in violation, with the videos taken down with the following message: “Video unavailable: This video contains content from La7, who has blocked it in your country on copyright grounds.”

Yes, this was clearly a mistake. But it’s a mistake that I’m frankly tired of hearing about, all while Google does absolutely nothing to iterate on its copyright process and systems to mitigate such mistakes. The examples of this very thing are so legion as to be laughable. Whether due to error or due to malicious intent, videos that include content from other videos for the purposes of reporting and commentary, which are then copyrighted and result in takedowns of the source material, happens all the damned time.

This is almost certainly all automated, which means there are no human eyes looking for an error in the flagging of a copyright violation. It just gets tagged as such and taken down. And, no, the irony is not lost on me that we need human eyes to keep an automated copyright takedown on a video about AI from occurring.

What makes this alarming is that the video was taken down with seemingly no human interaction or input, as it’s clear that NVIDIA not only created DLSS 5, for better or worse, but also the trailer that has been a hot topic of discussion this year. We’re assuming this will be resolved fairly quickly. Still, it will be interesting to see whether YouTube responds to this case and claims that false copyright infringement notices like this are prevalent on the platform.

Google hasn’t been terribly interested in commenting on the plethora of cases like this in the past, so I strongly doubt it will now. Which is a damned shame, honestly, because the company really should be advocating for all of the users on its platform, if not especially those that are negatively impacted by this haphazard process.

But, for now, the video is back, so you can go hate-watch it again if you like.