Generative AI (Gen AI) has rapidly evolved into a cornerstone of modern business, revolutionizing content creation and user interaction. From chatbots to news curation, its impact is undeniable. However, this proliferation brings a critical imperative to the forefront: Trust and Safety (T&S).
The significance of T&S is amplified in the age of Gen AI. Unlike traditional rule-based automation, Gen AI operates through complex probabilistic models, generating outputs that, while remarkably human-like, can also be harmful, biased, or factually inaccurate. As Gen AI becomes embedded in core business processes and customer-facing applications, robust T&S guardrails form the bedrock for sustainable and responsible Gen AI adoption, especially concerning data privacy, data protection and AI content moderation.
Key Drivers of T&S Urgency
Several converging trends are intensifying the need for comprehensive T&S frameworks:
- Surge in harmful content:The volume and sophistication of online toxicity are escalating. Global events such as elections, conflicts, or social movements exacerbate this, triggering surges in hate speech and misinformation. Platforms have reported up to a 300% increase in inflammatory content and a 90% rise in attacks on vulnerable communities following major geopolitical events. Effective AI content moderation becomes crucial in this scenario.
- Regulatory pressure and compliance:Governments globally are enacting stricter regulations, demanding proactive measures for content moderation, algorithmic transparency, and safeguarding user data privacy and protection. The EU’s AI Act, the US Kids Online Safety Act, India’s Digital Personal Data Protection Act, and similar legislation worldwide necessitate robust T&S frameworks to avoid severe penalties, highlighting the importance of compliance management solutions.
- Gen AI’s double-edged sword: While Gen AI drives T&S operational excellence through increased productivity, accelerated time to value, and faster AI T&S adoption, it also generates hyper-realistic content that increases the risk of harmful, misleading, or inappropriate output. Automation alone cannot keep pace; continuous innovation in detection is essential.
Why Enterprises Must Prioritize T&S
Investing in AI T&S is no longer optional. The stakes are high and include:
- Brand reputation: Failing to address issues such as harmful content generated or amplified by AI, or data breaches involving AI systems, can lead to public backlash and erode user trust. Conversely, safe platforms that protect data privacy foster user engagement and loyalty.
- Legal risk: Non-compliance with global regulations, particularly those concerning data privacy and the responsible deployment of AI, can result in hefty fines and operational restrictions.
- Operational efficiency: Implementing robust T&S practices streamlines processes, reduces the costs associated with managing harmful content or data breaches, and aligns with broader ESG goals.
Recognizing these compelling imperatives, enterprises are increasingly investing in value-added T&S services, reflecting the expanding scope and sophistication of the T&S landscape.
The Expanding Scope of T&S
T&S services have evolved significantly beyond basic content moderation. They now form a complex ecosystem encompassing a range of vertical services, including critical functions such as content curation, data analysis, algorithm bias detection, user authentication, fraud prevention, and more. Additionally, they incorporate essential support functions like navigating intricate policy and regulatory landscapes and providing specialized AI support services.
This broadening scope addresses diverse industry needs, with tailored solutions emerging for sectors like gaming moderation and financial fraud detection. Simultaneously, cross-sector capabilities, such as comprehensive AI ethics auditing and secure digital identity management, are gaining prominence.
Everest Group’s report underscores the significant growth projected in key sectors such as eCommerce, BFSI (Banking, Financial Services, and Insurance), FinTech, gaming, search engines, Large Language Models (LLMs), and app stores, all driven by the critical need for enhanced platform safety services.
The same Everest Group report also points to significant market trends shaping the T&S landscape. The Asia-Pacific (APAC) region is projected to be a dominant force, driving 70% of the global T&S Business Process Services (BPS) market share in 2023. Furthermore, the report indicates a clear shift in investment priorities, with the share dedicated to value-added T&S services anticipated to rise from 20% in 2023 to 27% by 2026. While human content moderation will remain a significant component, its share of spending is expected to decrease from 80% to 74% during the same period, highlighting the increasing reliance on more advanced and scalable T&S solutions.
Responsible and Sustainable AI: The Next Frontier
For T&S to be effective, it must integrate responsible and sustainable AI practices. This is achieved by:
- Being fair, transparent, and ethically aligned
- Using diverse datasets
- Utilizing energy-efficient infrastructure
These actions enable companies to comply with regulations, improve user experience, and protect stakeholders. Furthermore, they future-proof T&S frameworks, which is essential for operational integrity and maintaining a positive business reputation in the Gen AI era.
The Takeaway and the Trajectory
As enterprises navigate the transformative potential of Gen AI, the principles of T&S must move from the periphery to the very core of their adoption strategies. The risks associated with unchecked Gen AI are too significant to ignore.
Proactive investment in robust T&S frameworks will not only mitigate risk but also unlock growth and innovation. However, T&S requires smart integration of human expertise and AI. Human moderators remain vital for nuanced decisions and ethical oversight, especially as AI complexity increases.
The journey into the Gen AI era requires more than technological expertise; it demands an unwavering commitment to T&S. Only then can this transformative technology serve society in a responsible and ethical way.
How Can Infosys BPM Help?
In today’s AI-powered environment, where threats are constantly adapting, safeguarding assets of both self and customers poses significant challenges for companies. Infosys BPM’s trust and safety services offer a comprehensive approach, empowering organizations to proactively tackle these evolving challenges, making the digital world a safer place for all.
