Livestreaming platforms like Twitch, Kick, and YouTube have become incredibly popular spaces for entertainment and community, but their inherent spontaneity can also pose challenges for advertisers. Risk-averse brands considering sponsoring livestreams often worry about content that might be unsuitable or damaging to their image. A new AI-powered tool, LiveGuard, launched today, is designed to ease those concerns by automatically removing advertisements from streams that contain problematic content.
How LiveGuard Works
Developed by NexTide Media, a company focused on the livestreaming ecosystem, LiveGuard analyzes livestreams in real-time. The AI goes beyond simply detecting profanity and NSFW (Not Safe For Work) content. It considers context, language nuances, prevalent topics, tone, and even the emotional content of the stream to determine if it aligns with advertiser-defined guidelines. If the AI identifies potentially objectionable material, it instantly removes the brand’s advertisements from the stream.
“Brands can fully contextualize their guardrails, choosing to avoid or allow categories such as NSFW discussions, political content, profanity, or other sensitive topics, creating total control over where and how their campaigns appear,” explains NexTide in a statement.
This level of granular control allows advertisers to customize their content restrictions based on their specific brand values and target audience.
Real-Time Analysis and Fast Decision-Making
What distinguishes LiveGuard is its ability to operate live and within the stream, making instant decisions. This is a significant improvement over traditional methods that often rely on delayed content review. The technology is described as patent-pending, indicating a novel approach to livestream content moderation.
Minecraft streamer JeromeASF has praised the tool, stating, “LiveGuard gives creators and advertisers the confidence to collaborate safely, protecting the live experience without limiting creativity.” This suggests a win-win solution for both content creators and brands, allowing for more secure partnerships.
A Growing Need for Streamlined Content Moderation
The demand for a tool like LiveGuard reflects a broader trend in the advertising landscape. Livestreaming has a history of unpredictable moments – there’s even a dedicated Reddit page documenting “live fails.” Recent high-profile incidents, such as Elon Musk’s experience with cyberbullying during a livestream, underscore the potential risks involved.
LiveGuard’s creators note that it has already been utilized by well-known organizations, including State Farm, the NFL, and the BET Awards, signaling growing industry adoption. By automating content moderation, LiveGuard allows advertisers to confidently invest in livestream advertising while minimizing potential reputational damage.
In conclusion, LiveGuard offers a practical solution to the challenges of advertising in the dynamic world of livestreams, providing brands with greater control and peace of mind while fostering safer and more reliable partnerships with content creators. This innovation highlights the importance of AI in navigating the complexities of live media and creating a more sustainable advertising ecosystem.
