Brand Safety Screening and Research Methodology
BrandSAFE™ AI Screening
Smarter talent partnerships. Better-informed decisions.
Choosing the right celebrity, influencer or public figure involves more than popularity and audience reach. Understanding potential reputational risks is equally important. Developed by Talent Corp, BrandSAFE™ combines AI-assisted research, structured risk assessment and human verification to help advertisers make more informed talent partnership decisions. Our proprietary methodology evaluates publicly available information to identify potential reputational, legal, ethical and commercial risks.
What we assess
BrandSAFE™ examines a broad range of potential risk indicators, including:
- Reputation and conduct: Public controversies, adverse publicity and behavioural concerns.
- Legal and regulatory matters: Criminal proceedings, regulatory findings, misconduct and relevant legal issues.
- Content and social responsibility: Harmful content, hate speech, extremism, drugs, gambling, weapons and irresponsible behaviour.
- Information integrity: Misinformation, misleading claims, fraudulent activity and privacy concerns.
- Audience authenticity: Fraudulent followers, manipulated engagement and misleading social media activity.
- Brand compatibility: Public conduct, associations and viewpoints that may present risks for specific advertisers.
How our AI screening works.
Our AI-assisted research process examines publicly available information from relevant news, social media, interviews, digital publications and other credible sources. Identified risks are assessed using a structured framework that considers four key factors:
- Severity: The seriousness and potential impact of an identified issue.
- Recency: When an incident occurred, recognising that reputational risks may diminish over time.
- Context and mitigation: Relevant circumstances, subsequent developments and evidence of corrective action.
- Brand relevance: The potential implications for advertisers, audiences and commercial partnerships.
The framework evaluates underlying incidents rather than simply counting negative media mentions. Serious issues may also trigger additional scrutiny regardless of the overall screening score.
Understanding the BrandSAFE™ ratings
BrandSAFE™ provides an indicative screening classification to help advertisers interpret potential risk.
Highly Suitable — Strong screening outcome with limited identified reputational risk.
Suitable — Favourable screening outcome within established risk parameters.
Conditional — Potential concerns requiring further consideration or additional review.
Pending — Further assessment or human verification required.
Not Suitable for Brands — Significant identified risks or overriding concerns make a proposed partnership unsuitable under the screening framework.
One badge, two measures
BrandSAFE™ brings together two complementary measures to provide a more complete picture of talent suitability.
AI Screening Assessment
An evidence-led assessment of potential reputational and commercial risks using our proprietary AI-assisted screening framework.
Audience Rating
A separate consumer research measure drawn from the Australian Talent Index®, reflecting how Australian audiences perceive the talent.
Together, these measures help advertisers understand both identified reputational risks and audience sentiment.
AI intelligence. Human judgement.
AI improves the breadth and efficiency of our research, but it does not replace human judgement.
Screening findings are subject to further human verification, with attention to source credibility, relevant context, and the distinction between established facts and unproven allegations.
Because circumstances and public perceptions change, BrandSAFE™ assessments are time-sensitive and may be updated as new information becomes available.
BrandSAFE™ is designed to support better decisions, not replace due diligence or guarantee future conduct.
Confidence starts with better intelligence.
Discover how Talent Corp combines Australian audience research with AI-assisted screening to help brands identify talent partnerships with confidence.
Contact Talent Corp to learn more about BrandSAFE™.
Why The Australian Talent Index Matters
For Talent Agents
- Strengthen pitches and negotiations with independent evidence of your talent’s audience appeal, personality attributes and commercial value
- Differentiate your talent through direct benchmarking against competing personalities within relevant audience segments
- Identify and pursue new opportunities across brand partnerships, media, screen content and ambassador roles.
For Media Companies
- Make more informed casting and programming decisions using independent data on talent awareness, likeability and audience alignment
- Strengthen advertiser and partnership proposals with evident of a talent’s suitability, audience appeal and commercial potential
- Support content and commercial strategy with deeper insight into how talent connects across demographics, regions and media consumption.
For Brands and Agencies
- Select talent with greater confidence using independent audience insights beyond social media metrics, audience size or instinct alone
- Compare celebrities, influencers and ambassadors against competing talent within priority audience segments
- Assess brand suitability, brand safety and category fit to support stronger and more strategic campaign and investment decisions.
Make smarter talent decisions with data-driven insights.
