World’s First Self-Serve AI Platform Launches in UK to Combat Harmful Content Online


Factmata, The world’s first AI-focused self-service platform tackling online misinformation at scale, launches its new digital platform to help future-proof the internet from harmful narratives.

Factmata’s innovative technology assesses the level of risk harmful narratives pose to brands and identifies the influencers behind the content, enabling organisations to monitor how they emerge, grow and change over time.

The newly developed tool uses artificial intelligence to automatically group similar online opinions into ‘clusters’. Users can track misinformation, disinformation and false narratives that threaten to cause reputational harm, all in one easy to use dashboard.

The platform uses real-time data from across the internet as well as natural-language processing and machine learning algorithms trained to identify harmful content. Factmata’s technology is set to be a one-stop provider, enabling more companies to self-serve and contribute to cleaning up the internet, while also protecting their brand and giving them more control over their narrative.



Antony Cousins, CEO at Factmata comments “Factmata’s narrative monitoring tool takes the world a step closer to policing their corner of the internet. With so much misinformation and disinformation about issues, such as climate change or Covid, we have lost our ability to communicate without fuelling dangerous false narratives. Poorly researched and inadequately verified content is growing, and so is society’s reliance on it as news.”

“I don’t think I’d be overdramatic in saying that democracy is at stake if we don’t get on top of this problem. The biggest implication of bias, misinformation and harmful content in online conversations is the breakdown of our ability to communicate and share information across beliefs and political divides. At Factmata, we believe in empowering everyone, including businesses themselves, to identify this kind of content faster, not just for brand safety but wider internet safety, and we must act now before it’s too late.”

PR and marketing professionals, brands and even journalists can automate the manual analysis of mentions for quicker insights and get predictions of public sentiment and market trends. Brands can receive real-time alerts of potential risks before a human can and automatically moderate user-generated content.

With user-generated content continuing to grow exponentially, social media becoming prominent in everyday lives and the metaverse set to only increase our exposure to social content, organisations need to reduce the impact of harmful narratives before they hit mainstream audiences.

Factmata provides insights by subscription for $300 per month per topic being analysed.