In today’s age of buzzwords, catchphrases and hype cycles, there’s often much innovation with little substance. However, agentic artificial intelligence is an exception, as companies such as Tracer hone the technology to help companies combat digital brand misuse.

As threat actors leverage advanced tools, such as gen AI, the need for more sophisticated defenses becomes critical. How has Tracer risen to the occasion by delivering a proportional response to brand security using agentic AI?

“We often think about utilizing technology to market to folks to get more products and more usage, but the bad guys that are out there have access to unprecedented technology that can dupe fake trick, scam and phish all of these consumers with incredible technology that makes it look as if they’re impersonating the brands that we protect,” said Rick Farnell, chief executive officer of Tracer.ai. “We’re really excited with our Flora release and to step into a whole new future to use AI for good.”

Farnell and Eliano Marques, chief product and AI officer of Tracer, spoke with theCUBE Research Principal Analyst Shelly Kramer, during a SecurityANGLE segment on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed the evolving nature of brand security and how Tracer’s platform is revolutionizing the industry.

Gen AI’s impact on brand security

The rise of gen AI, while offering incredible potential for businesses to streamline operations and improve productivity, has also given cybercriminals new tools to enhance their malicious campaigns. These tools allow threat actors to create fraudulent content with increased precision, making it harder for both consumers and businesses to detect, according to Marques.

“When you think about the speed of creation, the simplicity and the ecosystem of tools that enable you to create massive campaigns in an ecosystem of channels, it’s going to explode,” he said. “Brands will not have all the time that they probably had in the past to rapidly adjust the speed at which an attack may come. Then, before [attackers] even get spotted, they shut down and they try a different vector of attack.”

Tracer seeks to address this issue by leveraging AI to identify and combat fraudulent activities in real time. By reducing the detection and response time through automation, the platform provides brands with an “easy button” to tackle these threats head-on, according to Farnell. This AI-powered system detects fraudulent content and takes down entire bad actor networks, offering a comprehensive solution for brand security.

“I think the more traditional cybersecurity market has deployed more automated technology throughout the past five to seven years,” Farnell said. “But brand protection still has a lot of human intervention. We are taking a very different approach. We have our computer vision capabilities and learning capabilities that allow the software to determine in hundreds of milliseconds whether or not something is authentic, meaning it is from the brand or one of their partners, or it is not.”

What sets the platform apart is its use of agentic AI, a form of AI that allows the system to autonomously navigate complex workflows, gathering knowledge from various sources to make decisions quickly and efficiently, Farnell added.

Here’s the complete SecurityANGLE segment with Rick Farnell and Eliano Marques:

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