... HUMAN OVER- SIGHT REMAINS A CRITICAL COMPONENT, PARTICULARLY IN HANDLING EDGE USE CASES OR HIGHLY NUANCED DECISION-MAKING.
• Content moderation protects customers by limiting harmful, inappropriate, or inaccurate content.
The urgency for strong trust and safety is clear, yet organizations continue to face challenges in both implementing and sustaining these safeguards.
By examining the forces behind this momentum and the challenges in the way, they can uncover practical steps to protect customers and earn their confidence long-term.
WHY TRUST, SAFETY INVESTMENTS ARE INCREASING
As technology evolves, enterprises are under pressure to align trust and safety strategies with new risks and expectations. Beyond keeping pace with innovation, several clear drivers are pushing trust and safety higher on the agenda, including regulatory compliance, rising fraud costs, and customer feedback.
According to the Safety in Numbers report, one-third( 33 %) of decision-makers prioritized ID verification to meet compliance requirements, while nearly a quarter( 23 %) pointed to the financial impact of fraud.
For fraud detection, 29 % highlighted fraud-related costs and 20 % cited negative customer feedback as top motivators. KYC was most often prioritized for compliance( 34 %) and fraud prevention( 24 %). Content moderation, on the other hand, was prioritized due to the availability of new technologies( 23 %) and compliance requirements( 22 %).
The consequences of falling short are significant. Regulatory gaps can trigger major fines, reputational fallout, and / or customer churn. Fraud can lead to costly remediation and operational disruption. Negative customer feedback can damage brand equity and drive customers away.
CHALLENGES TO DIGITAL TRUST AND SAFETY
Even with a strong awareness of the importance of digital trust and safety and understanding of the risks of fraud, regulatory penalties, and customer churn, CX leaders acknowledge that several challenges still stand in the way of creating secure online environments for their customers. These include:
• Compliance with government / industry regulations( 44 %).
• Shortage of technical talent( 39 %).
• Internal threats( employee error / malicious intent)( 34 %).
• Fraud prevention complexity( 34 %).
Further, when it comes to delivering effective trust and safety across digital channels, the primary challenge was cost( 27 %). Other challenges include technical complexity( 21 %), integration with existing systems / architecture( 20 %), lack of internal expertise( 16 %), and understanding / following regulations( 10 %).
MAINTAINING THE HUMAN ELEMENT
Overcoming these challenges requires a delicate balance between human expertise and thoughtful deployment of advanced technologies.
While automation has become a valuable tool in detecting anomalies and monitoring potential safety issues at scale, human oversight remains a critical component, particularly in handling edge use cases or highly nuanced decision-making.
Our survey shows the vast majority of trust and safety services are still delivered either solely by humans or with humans in the loop, rather than by technology alone( the following numbers are approximate and may not add up):
• ID verification. 79 % involve humans( 61 % mix of human and technology resources, 18 % human-led); only 22 % rely on tech-only.
• KYC. 61 % include human oversight( 49 % mixed, 12 % human-led); 39 % tech-only.
• Content moderation. 65 % use humans( 44 % mixed, 21 % human-led); 34 % tech-only.
CUSTOMER TRUST
• Fraud detection. 56 % involve humans( 40 % mixed, 16 % human-led); 44 % tech-only.
Although automation continues to grow, the findings highlight the ongoing importance of human oversight and judgment when it comes to managing digital risk.
For organizations constrained by budget challenges or limited internal resources, strategic external partnerships can help scale trust and safety measures effectively. These partnerships are also critical in ensuring compliance with regulatory requirements, which frequently evolve and differ across state, federal, and international guidelines.
... HUMAN OVER- SIGHT REMAINS A CRITICAL COMPONENT, PARTICULARLY IN HANDLING EDGE USE CASES OR HIGHLY NUANCED DECISION-MAKING.
FUTURE-PROOFING CUSTOMER RELATIONSHIPS
Trust and safety are no longer optional. They are the proven foundation of lasting customer loyalty. Enterprises that lead in this area will protect their customers and future-proof their business.
While cost, compliance, and resource constraints remain hurdles, they can be addressed through the right blend of human expertise, advanced technology, and trusted partnerships.
Transparency is equally important. When customers clearly see that their safety is prioritized, confidence grows, loyalty deepens, and advocacy follows. Safeguarding digital interactions helps enterprises build durable relationships that fuel long-term growth.
Ljubiša Velikić is VP of Trust & Safety at TELUS Digital where he leads global teams in fraud prevention, platform integrity, and content moderation. With prior leadership roles at Facebook, Twitter, and LinkedIn, Ljubiša leverages his vast experience and technical expertise to create safer digital environments that protect users worldwide.
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