Brand safety continues to evolve at a pace that challenges long-held assumptions. As platforms adjust enforcement, AI reshapes content creation and distribution, and new forms of risk emerge, many organizations are discovering that familiar tools and frameworks no longer reflect how media actually operates today.
This month’s issue focuses on that shift. From forward-looking analysis on where brand safety is headed in 2026 to practical discussions about AI-driven environments, the common theme is clear: safety has moved from a static checklist item to a dynamic strategic function.
The New Realities of Brand Safety in 2026
Dave Byrne, Founder of TrustRaise and longtime BSI Advisory Board member, argues that brand safety hit a real inflection point in early 2025. As platforms loosened enforcement, blocklists were deprecated, and agentic and community-led systems emerged, many marketers found themselves relying on tools that no longer reflect reality.
Drawing on his platform and agency background, Dave forecasts the trends our industry will face in 2026, from redefining fraud in the AI era to managing AI-generated content, scams, and youth safety mandates. His core message is clear: the old playbook hasn’t disappeared because safety matters less, but because it no longer works. Brands that treat safety as a strategic lever — not a checkbox — will be better positioned to compete.
AI is transforming marketing workflows, but it also introduces new vectors for risk. This piece explores where AI adds value, where it creates exposure, and how teams should respond. 👉 Read the article
Industry Webinar Spotlight: Brand Safety at the Speed of Agents
Last month, BSI COO AJ Brown joined Zefr’s Chief AI Officer, Jon Morra, and 4A’s EVP of Media, Data and Tech, Ashwini Karandikar, for a timely discussion on brand safety in an increasingly AI-driven, high-velocity social media environment.
The conversation explored emerging risks, the role of AI agents in content understanding, and how brands can respond when information spreads faster than moderation systems. Speakers also discussed the importance of explainability and provenance in building advertiser confidence.
In Case You Missed It: Values to Value: A White Paper from Meta and BSI
Don’t miss last month’s white paper from Meta and BSI, which shows that responsible media practices don’t just help mitigate risk — they drive measurable business value. The research cited in the paper shows that when advertisers prioritise inclusivity, safety, privacy and sustainability, they earn stronger consumer trust, unlock new opportunities and deliver better outcomes.
This shift means that safety and suitability are no longer just ethical imperatives — they are performance levers. Dig into the full findings and start aligning your team and media investments with this new paradigm.
Thank you for being a part of the BSI community. We look forward to bringing you more insightful stories and industry updates in the coming issues. Stay tuned, and we'll see you next month!
