• by Fern Siegel , 7 hours ago

Gen AI has impacted advertising, which has both aided and alarmed creatives. They worry about quality, while brands worry about any placement adjacent to low-end material.

That's why Mod Op, a digital marketing agency, launched Mod Op AI Risk Intelligence. The new tool helps brands identify and respond to harmful AI-generated online content if their identity or intellectual property is threatened.

Mod Op AI Risk offers two services for clients. First, monthly human audits of the open web and social platforms identify any AI-generated video or post that violates a brand's integrity.

Second, guidance in copyright options and issuing brand-misuse notices to platforms, such as OpenAI, Anthropic and Google, to remove such content.

“Most brands have no idea how their name, logo or IP is showing up in AI content.

Every day, there are thousands of examples of misuse. They don’t go viral, but they get enough views to quietly chip away at brand equity,” Chris Harihar, head of Mod Op AI Risk Intelligence, told Agency Daily.

For example, Mod Op conducted an internal demonstration using OpenAI’s Sora.

In minutes, the team found more than 10 unpublished draft videos (deepfakes) featuring OpenAI CEO Sam Altman in racist scenarios, wearing a Burger King crown.

Those same images would adversely impact brands if directed at them. Copyleaks, an AI analysis firm that navigates emerging tech for business, worked with Mod Op on the Sora research.

Mod Op also audited content generated by Elon Musk-owned Grok, following its recent nonconsensual controversy.

A review of more than 100 public posts found examples of major household brands being used in sexualized ways by X users.

“Our goal is to surface those examples so brands can see what’s actually happening — and platforms feel real pressure to put stronger protections and safeguards in place,” added Harihur.

Mod Op is based in Miami, with eight offices in the U.S., as well as Panama City, Panama, Calgary and Toronto, Canada. The agency's brand work includes Nestlé, Duracell, ExxonMobil, VTech and DoubleVerify.