Navigating AI Trust and Safety: Insights from Frost & Sullivan’s Report

88% of businesses believe that GenAI will significantly disrupt their operations over the next two years, according to Frost & Sullivan. As this shift in business operations takes place, responsible AI implementation is no longer an option, it’s a necessity.

GenAI opens up exciting opportunities for innovation and efficiency on an unprecedented scale, with its ability to create human-like content and wide accessibility for users without deep expertise. But, as companies adopt this technology, they also face new vulnerabilities that can threaten the integrity of their platforms. GenAI models can produce harmful or misleading content, which can lead to costly legal issues, reputational damage, and a loss of customer trust.

Frost & Sullivan’s latest report—you can find the complete version of it here—emphasizes that implementing strong AI content safety measures should now be business priority.

A Constantly Evolving Threat Landscape

As GenAI becomes more advanced and accessible, new risks continue to surface. Key threats include:

• Prompt Injection: Malicious users can manipulate AI models to generate harmful content or reveal sensitive information. For example, a customer service chatbot can be tricked into revealing personal data, like login credentials or credit card info, leading to unapproved purchases.
• Data Poisoning Attacks: Attackers can tamper with training data, leading to biased or inaccurate AI outputs. As an example, a hiring AI that’s “poisoned” with resumes favoring a certain demographic can lead to discriminatory hiring practices.
• Deepfakes & Misinformation: GenAI is being used to create realistic deepfake media that can harm reputations and manipulate public opinion. Notable examples include AI-generated speeches by President Joe Biden and former President Donald Trump, which were designed to influence the upcoming election.
• Social Engineering: Bad actors use GenAI to personalize phishing emails, tricking users into sharing sensitive information or clicking malicious links.

In today’s market, just one incident can seriously damage customer trust and a brand’s reputation. To prevent this, organizations need strong processes to monitor and manage AI outputs effectively. Partnering with third-party services for AI implementation is becoming increasingly important for businesses in all industries.

The Role of Third-Party Providers

According to Frost & Sullivan, 78% of organizations surveyed have already partnered with third-party providers during AI implementation, viewing this collaboration as crucial for achieving Responsible AI—an ethical framework for AI technologies. These partnerships provide deep expertise in AI technologies, scalability, and access to best practices and tools.

Here are some of the key approaches and solutions for mitigating threats in the GenAI ecosystem:

• Content Filtering and Moderation: For scanning AI-generated content for harmful content or biased material to combat disinformation and deepfakes.
• Governance, Risk and Compliance: These help establish compliance frameworks and tools for building and deploying GenAI models ethically.
• Explainability Tools: These provide insights into AI model outputs to identify biases or vulnerabilities
• Data Security: For implementing stricter access controls and user permissions, and enabling data encryption and anonymization to protect user privacy.

Creating a comprehensive AI strategy that aligns with business goals is important, and expert guidance from service providers is valuable. Other key areas include data integration, infrastructure management, and application deployment. By partnering with third-party vendors, organizations can speed up AI adoption, reduce risks (like deepfakes), and maximize the value of their AI investments.

Frost & Sullivan’s Recognition of ActiveFence

As mentioned in the recent report by Frost & Sullivan, ActiveFence stands out as a leader in confronting AI safety challenges. The report highlights ActiveFence’s strong background in user-generated content moderation, which helps address the unique issues posed by AI-generated content. With six years of experience in threat intelligence and understanding harmful content, ActiveFence has a significant advantage in AI content safety.

ActiveFence helps businesses manage these challenges by providing a wide range of AI-powered safety tools. These tools detect harmful content, automate moderation, and proactively identify novel forms of abuse. ActiveFence’s GenAI safety solutions are designed specifically for LLMs and GenAI applications, ensuring that these tools don’t generate harmful content that could threaten users or business integrity.

ActiveFence’s AI Content Safety Solutions address the specific safety needs of LLMs and other AI-powered platforms, including:

1. GenAI Red Teaming: In-depth adversarial testing to discover AI implementation vulnerabilities.
2. Prompt and Output Filtering: Automated actioning against risky prompts and violative outputs.
3. Safety Management Tool: One place for analytics and incident, user, and session management.
4. Content Moderation Framework: Real-time monitoring to detect and reduce harmful content before it reaches users.
5. Compliance Support: Resources to help organizations meet legal and regulatory requirements.

Proprietary AI risk classification models are at the heart of our solutions, designed to analyze both inputs and outputs to detect and prevent violations, ensuring the safety of AI systems from harmful content. Our team of experts, skilled in over 100 languages, conducts comprehensive testing to understand how malicious actors exploit GenAI tools and bypass safety measures. This expertise directly informs the training of our models used for prompt and output filtering, helping safety teams to proactively protect systems.

ActiveFence also provides AI red teaming services, which simulate risky scenarios with adversarial prompts to uncover vulnerabilities. The insights gained help AI safety teams improve their systems’ resilience against misuse and malicious activity like deepfakes and hate speech.

Lastly, ActiveOS, ActiveFence’s safety management tool for GenAI applications enables AI safety teams to review harmful prompts and outputs, take user-level actions, retrain models, and update policies, securing AI systems throughout their lifecycle.

Entrust Us with Trust and Safety

We’re honored that Frost & Sullivan has recognized ActiveFence’s comprehensive solutions for tackling the challenges of generative AI platforms. By providing tools and services throughout the AI lifecycle, we will continue making safety a top priority and setting the standard for trust and safety in the AI era.

To learn more about building an effective AI safety strategy with us, watch our on-demand webinar, Designing Your AI Safety Tool Stack: What to Build, Buy, and Blend. Don’t miss this opportunity to learn from our experts.