Why two of the world’s top 10 generative AI companies partner with WebPurify

Generative AI is evolving rapidly, creating new opportunities – and challenges – for businesses at the forefront of innovation. In a conversation with Alex Popken, VP of Trust & Safety, we explore why two of the world’s top 10 generative AI companies choose to work with WebPurify, and how we help them navigate the complexities of content moderation.

Meeting unique and pressing needs

“These companies had unique and pressing content moderation needs specific to generative AI,” explains Alex. “They were seeking expertise in addressing the challenges associated with moderating AI-generated content, such as ensuring quality, mitigating harm, and aligning with ethical and regulatory standards.”

WebPurify’s reputation as a leader in trust and safety, coupled with the ability to deliver highly customizable solutions, made it a natural choice. “Our ability to combine advanced AI-driven tools with human moderation expertise, tailored to each client’s specific goals, quickly established a strong foundation for collaboration.”

Generative AI models, despite their capabilities, can inadvertently produce harmful, misleading, or low-quality content. “Their advanced capabilities can also be exploited for malicious purposes, such as creating non-consensual explicit imagery, deepfakes, or other deceptive content,” adds Alex.

The risks are multifaceted, underlining the need for continuous testing and refinement to ensure these AI models function safely and ethically.

Balancing automation and human moderation

A common misconception in content moderation, including for generative AI, is the belief that automation alone can provide an effective and comprehensive solution.

“While automated tools are essential for scaling moderation efforts, they lack the nuanced understanding required to address context-specific issues, such as interpreting intent, detecting subtle biases, or evaluating content quality,” explains Alex.

WebPurify’s moderation solutions offer an advanced AI model capable of detecting synthetic images, paired with the nuanced judgement of an expert human moderation team.

“This hybrid approach ensures accuracy, scalability, and adaptability for even the most complex content challenges. For clients with specific needs, whether they require only automation or solely human moderation, we’re flexible and equipped to tailor our solutions to align with their unique requirements.”

Delivering customized solutions

“Our approach is both unique and highly customizable,” Alex notes. “We allow clients to define success metrics, risk thresholds, and enforcement strategies tailored to their specific needs.”

Whether it’s refining input data, auditing outputs, or proactively detecting misuse, WebPurify’s solutions are designed to mitigate risks and build trust in generative AI environments.

One example of this is the custom workflow that WebPurify developed for a Fortune 500 client. “Generative AI often struggles to produce consistently high-quality outputs, such as realistic representations of people, which can lead to anomalies like extra fingers,” Alex explains. “By working closely with the client, we implemented a structured process for moderators to evaluate image quality, ensuring alignment with client goals and improving overall consistency.”

Reducing harmful content

According to Alex, “What sets WebPurify apart is our consultative and highly adaptive approach, built on over 19 years of trust and safety expertise.”

The combination of this depth of experience and WebPurify’s exceptional agility, means it can offer solutions that adapt seamlessly to each client’s unique needs. The VP and the Head of Trust & Safety are involved at every step, providing strategic guidance and hands-on support.

“Our partnership-driven model, coupled with our ability to scale quickly and customize workflows, ensures that we deliver not just a service, but a strategic advantage in maintaining content quality and safety,” Alex adds.

WebPurify’s partnerships have yielded consistently exceptional results, including a 99% accuracy rate in moderator decision-making and adherence to clients’ productivity targets.

“In practical terms, this translates to significantly reduced harmful content on the internet and a safer, more positive experience for users,” says Alex. “These outcomes not only enhance platform trust and user satisfaction but also demonstrate the effectiveness of our tailored moderation solutions in meeting the unique challenges of generative AI content.”

Facing future challenges in generative AI

Generative AI technology evolves quickly, and staying ahead of the curve is essential for effective content moderation. “We actively use and test generative AI models ourselves to understand their capabilities and limitations firsthand,” says Alex. This approach ensures WebPurify remains agile, continuously refining solutions to anticipate and address new risks as they arise.

The team also keeps pace with emerging industry best practices and regulatory changes, providing clients with the strategic guidance they need to navigate this complex landscape. “By proactively anticipating challenges, we position ourselves as true partners in helping clients navigate the complexities of AI innovation with confidence.”

Looking ahead, generative AI is expected to become even more sophisticated, which will make content moderation increasingly challenging. “AI-generated content will likely become more realistic, making it harder to differentiate between genuine and synthetic or manipulated material,” Alex points out.

And WebPurify’s mission in terms of generative AI goes beyond providing moderation services – it’s about fostering the responsible development of these powerful technologies through a comprehensive approach.

“We leverage sophisticated AI detection models capable of identifying synthetic images generated by popular generative AI tools. Recognizing the limitations of automation, we also employ a team of expert content moderators who bring critical judgement and contextual understanding to complex evaluations.”

WebPurify also supports clients through its consultancy service, helping them develop robust trust and safety strategies that align with emerging industry standards and regulatory frameworks. “Our proactive security measures, including red-teaming exercises and strategic support, ensure our clients are always a step ahead in addressing potential vulnerabilities,” Alex concludes.