Shifting Toward Tech-enabled Trust and Safety

The emergence of new-age tools and technologies, such as generative AI and the metaverse, has led to a rapid and increased production of content and complexities in the online space in terms of new regulations and compliances. This exponential growth in content creation and consumption, driven by generative AI and content automation tools, further accentuates the need for robust trust and safety measures. Effectively addressing trust and safety gaps through a human-AI model is paramount for a safer online environment. Additionally, placing employee well-being and wellness at the forefront of trust and safety operations is becoming increasingly pivotal. These factors collectively shape the dynamic landscape of trust and safety in the digital age.

Both demand-side and supply-side trends are covered in our Trust and Safety Business Process Transformation 2023–2024 Market Insights™ and Trust and Safety Business Process Transformation 2023–2024 RadarView™, respectively.

These reports present a comprehensive study of trust and safety service providers and closely examine market leaders, innovators, disruptors, and challengers.

Avasant evaluated 46 service providers across three dimensions: practice maturity, domain ecosystem, and investments and innovation. Of the 46 providers, we recognized 16 that brought the most value to the market during the past 12 months.

The RadarView recognizes service providers in four categories:

• • Leaders: Concentrix, Genpact, TaskUs, and Teleperformance
  • Innovators: Accenture, Sutherland, Tech Mahindra, TELUS International, Webhelp, and Wipro
  • Disruptors: Alorica, Appen, Conectys, and TTEC
  • Challengers: Chekkee and TDCX

Figure 1 below from the full report illustrates these categories:

“Enterprises and service providers face issues with newer and complex work types as well as employee well-being,” said Avasant Fellow Jay Weinstein. “They need to augment their existing services with generative AI and other automation solutions to shield their employees and provide secure online space to users.”

The reports provide several findings, including the following:

• • Content generation is in a transformative phase with more than 5.4 billion internet users, significantly augmented and enhanced by generative AI and various content automation tools.
  • The service provider revenue from trust and safety outsourcing services grew by 32–37% YOY, as of June 2023. Content management and moderation, user and customer management and security, and fraud mitigation and compliance management experienced over 60% growth.

• • Trust and safety services have extended well beyond social media to include critical areas such as identity verification, payment security, and the prevention of copyright fraud.
  • Service providers anticipate that generative AI and other automated solutions can decrease resource requirements in current processes by approximately 25%–30%.
  • A growing trend toward platform accountability and transparency is evident, as both regulatory bodies and public interest groups emphasize the necessity for platforms to consistently publish transparency reports.
  • Employee well-being and wellness are gaining traction with increasing awareness and a focus on employee well-being and social responsibility.

“Current trust and safety operations lack the level of maturity needed to address the rising requirement for secure online space and compliance,” said Aditya Jain, principal analyst with Avasant. “Service providers can enable enterprises to navigate through this by leveraging domain knowledge, technology-driven automation, and compliance solutions.”

The RadarView also features detailed profiles of 16 service providers, along with their solutions, offerings, and experience in assisting enterprises in their trust and safety journeys.

This Research Byte is a brief overview of the Trust and Safety Business Process Transformation 2023–2024 Market Insights™ and Trust and Safety Business Process Transformation 2023–2024 RadarView^™. (click for pricing).