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Tracer AI combats fraud, counterfeits and narrative attacks in ChatGPT
Tracer AI launched Tracer Protect for ChatGPT, a solution that protects brands from reputational harm being propagated at machine scale via AI chatbots by bad actors. The rising popularity of generative AI (genAI) engines is driving the urgent and rapidly evolving brand security threat vector faced by enterprises.
Tracer Protect for ChatGPT actively monitors ChatGPT results for mentions of Tracer customers’ brands, products, services, and executives. It proactively identifies and neutralizes harmful schemes such as fraud, social engineering, executive impersonation, counterfeit or knockoff products, and sophisticated narrative attacks designed to lure consumers. 
Mainstream Impact of Generative AI
Mainstream accessibility and the general public’s trust of generative AI outputs have created new, highly effective avenues for bad actors to perpetrate brand abuse. AI chatbots now include product recommendations and can surface relevant products, creating avenues for bad actors to promote unauthorized content and execute highly targeted phishing schemes.
“The emergence of AI chatbots as a new vector for brand manipulation is a pressing concern for enterprise organizations,” said Sawyer Ramsey, Strategic Account Executive at Snowflake.
Narrative Poisoning Attacks
In addition to traditional brand infringement, malicious actors have started to inject sophisticated narrative poisoning attacks into AI platforms. These attacks involve the intentional crafting and dissemination of misleading or harmful stories and narratives about a brand. This poses a significant challenge to traditional brand protection methods.
Tracer Protect for ChatGPT
At the core of the Tracer AI platform is Flora, a special-purpose agentic AI system designed for digital brand protection. Tracer Protect for ChatGPT actively monitors and analyzes ChatGPT outputs to detect and neutralize a wide array of brand infringements. Leveraging Flora, the platform represents a significant leap forward in digital brand integrity by proactively identifying and mitigating risks at the source of emerging digital content.
Tracer Protect for ChatGPT incorporates Tracer’s proprietary Human-in-the-Loop AI (HITL) approach, ensuring enforcement recommendations are rapid, efficient, accurate, legally defensible, and aligned with brand-specific goals and directives.
Strategic Collaboration for Protection
Tracer Protect for ChatGPT is built and enhanced on The Universal AI Platform from Dataiku. The collaboration ensures unparalleled accuracy, speed, and scale in detecting and neutralizing emerging brand threats within generative AI environments. This collaboration reinforces Tracer AI's commitment to safeguarding brand integrity and consumer trust in the evolving digital landscape.
"Tracer AI is leading from the front, proving that building and controlling advanced AI agents can deliver transformative business advantages," explained Sophie Dionnet, SVP of Product and Business Solutions at Dataiku.
Tracer Protect for ChatGPT is the first of multiple solutions on the company’s near-term roadmap aimed at neutralizing existing and emerging genAI threats at their source, ensuring brand authenticity and consumer trust as AI threat vectors multiply.
