As brands and retailers invest more in digital content and social features, they need to adopt tech solutions that protect their reputation and their customers from toxic or unlawful behaviors.
As the pandemic forced brands and retailers to rely more on digital content, companies have turned to user-generated content like Instagram posts and TikTok videos, more direct communication with consumers, and greater product personalization efforts.
Even as restrictions lift, these initiatives aren’t going anywhere — but with new opportunities come new responsibilities. Like social media platforms, brands are now having trouble ensuring all of this newly created content is appropriate for their customers and does not damage their reputation.
For example, Coca-Cola’s custom bottle labels initiative called “Share A Coke” recently faced backlash when its limited content moderation capabilities allowed users to customize their bottle with offensive messages.
Corporate executives are turning their attention to content moderation solutions.