Impact of AI on Brand Safety
In 2025, and over the next decade, Artificial Intelligence applications will have an outsized impact on how businesses structure and run their respective operations. To achieve efficiencies and drive closer consumer connection, businesses will deploy a range of the newer AI offerings and techniques. Depending on the operation, businesses will apply AI approaches to compete more effectively on a global stage, mitigate operational risks/safeguard their reputations, and manage compliance issues. AI lives in all parts of the enterprise - and for that reason requires constant education and upskilling. Brace yourself, the pace will pick up quickly, but here are some thoughts of what you might expect of AI in regard to your brand safety efforts.
Better Reputational Risk Management
- As we have seen already in 2024 with LLM’s, detection gets better as context gets stronger - at even greater scale
- As multimodal AI gets stronger, cross media/channel detection also gets stronger, making brand “values” alignment more consistent
- As AI models get more specific/focused, look for industry specific offerings that meet more nuanced needs across key categories
- Look for legacy Brand Safety Firms to invest heavily in AI and create more comprehensive systems/platforms
- Look for newer Brand Safety Firms to move rapidly and incorporate newer technologies for more focused solutions and analysis
- Regardless of your choices of Firm(s), understand how to modulate brand safety expenses as solutions develop and filtering can be more targeted to meet your brand “values" requirements
Increased Efficiency & Expanded Global Competence
- Detection of bots/fraudulent sites gets more robust, delivering higher brand safety on these factors
- AI will help the industry develop clearer benchmarks (performance) across brand safety metrics - data becomes a lynchpin for smarter metrics
- AI Agents and Specialized models make autonomous brand safety decisions, making brand safety less hands on
- Simulations can potentially vet combinations of media suppliers for optimal brand safety performance results
- AI development across the world makes brand safety delivery more “even” for global companies, and reporting more simple - and faster
- AI development make language and cultural difference/nuance easier to identify and manage
- Creative customization and optimization becomes easier to identify and deploy - locally and globally (and media effectiveness increases!)
Stronger Media Responsibility & Compliance
- New ground rules and standards for Ethical AI drive Media Responsibility approaches
- More regulations and laws drive operating principles - and set important limitations
- Monitoring of media and adtech becomes easier and more comparative on key brand safety variables
- Reporting on Consumer Data Usage and Privacy infractions becomes faster and more reliable
- AI “data”/benchmarks and reports help to create a better dialogue between the Advertising Ecosystem and Regulators/Governments
Continuing Education & Peer to Peer Forums become Essential
- Educational forums grow to cover more specific learning/training based on brand safety objectives, as well as industry benchmarks
- A greater focus on the role Certification(s) as the space becomes ever more technical and complex
- Focused "Continuing Education" keeps the enterprise up to speed on new AI developments, as well as regulations and laws(and consequences)
- Industry appropriate sharing helps industry factions share successes and have a greater perspective on buyer and seller behaviors/choices
- Brand Safety industry conferences/forums support best practice, elevate performance benchmarks/metrics, and drive ideation across the myriad options
Brand Safety in the Age of LLMs
Jon Morra, Chief AI Officer at brand suitability verification solution provider Zefr, and BSI Advisory Board member, walks you through the history and potential of Large Language Models (LLMs) in digital advertising — and society at large — in this half-hour presentation and Q&A.
What you'll learn:
- How well does GPT work for brand safety?
- Difference between today's LLMs and previous models
- Known LLM challenges and shortcomings for brand safety
- How to implement LLMs in brand safety
- ...and more!
People featured:
Companies featured:
