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Reinventing Trust & Safety with Generative AI

Powering online safety and rebuilding digital trust with Agentic and Generative AI.

Trust and Safety is essential for protecting users, brands, and sustainable growth of digital economies. As AI-driven threats accelerate, robust safety measures act as the frontline defence against fraud, misinformation, and regulatory risk. Building digital trust preserves brand reputation, ensures compliance and empowers platforms and users alike to thrive in the evolving digital landscape.

DATA

59.9%

of people are questioning the authenticity of online content more than ever before.

52%

have encountered fake news or articles online, while 38.8% have seen fraudulent product reviews.

52%

have experienced deepfake attacks or scams aimed at stealing personal information or money.

How AI is reshaping Trust & Safety

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Users expect safety in every online interaction

The rise in AI-driven manipulation poses new challenges for users, including deepfakes, misinformation, and scams. Platforms must adapt moderation systems to detect Generative AI-derived risks and ensure safety protocols can distinguish between human and machine-generated content.

Rapid AI evolution demands stronger guardrails

As Large Language Models (LLMs) and Generative AI applications scale, robust safety guardrails are critical to mitigate bias, misinformation, and hallucinations. To ensure trust and reliability, platforms and foundation models must embed safety measures across the AI lifecycle, covering development, deployment and ongoing management.

Platforms are reshaping Trust & Safety

Trust and safety operations are evolving to manage increasing volumes and complexity. The integration of Generative AI and Agentic AI streamlines review processes, enhances accuracy, and reduces operational overhead—future-proofing platform integrity and user safety while enabling scalable, robust digital ecosystems.

Brands prioritise reputation in the digital era

Digital non-native brands are adopting Generative AI and embracing the platform economy. On this journey, they face risks like AI-driven fraud, counterfeiting, and impersonation. Brand protection has become a core business priority and a lever for long-term value creation.

What you can do

Strengthen trust & safety operations to address the growing complexity of harmful AI-generated content, navigate evolving regulatory and geopolitical landscapes, and ensure user safety while upholding freedom of expression.

Mitigate risks like bias, hallucination, and plagiarism throughout AI development; enhance accuracy with precise labeling; and lower monitoring costs for secure, scalable AI using AI training services and LLM operations.

Monitor and address brand integrity violations by users or AI, while fostering trusted partnerships with advertisers, creators and merchants. Safeguard brand reputation in the digital era by proactively managing Generative AI risks and opportunities.

Harness Generative and Agentic AI to streamline trust and safety operations, enhancing decision-making speed, improving accuracy, reducing costs, and strengthening user security.

Our leaders

Amiya Sinha

Managing Director – Operations​

LinkedIn

Elvis Rodrigues

Managing Director – Operations​

LinkedIn