PlatformAlt5 launches F-E-A-T to tackle AI trust fears

PlatformAlt5 and Cloud202 have launched F-E-A-T, a framework designed to improve the credibility of AI-assisted content. It has been integrated into PlatformAlt5's BriefBrain app.

The tool aims to address concerns about misinformation and low-quality material generated by artificial intelligence, as brands and marketing teams face growing pressure over the reliability of information used in campaigns and briefs.

F-E-A-T assesses content against four measures: factual, engaging, acclaimed and transparent. Integrated into BriefBrain's Industry Trends function, it scores content out of 10 and excludes any material rated below 7.5 from aggregated results.

Articles surfaced through the system include hyperlink citations identifying the journalist or thought leader behind the work, along with a visible F-E-A-T score. The founders said this is intended to favour evidence-based, human-generated material over low-quality automated output.

Sarah Hedges, founder of PlatformAlt5, said the framework grew out of concern over the rising volume of synthetic content online and the difficulty many businesses face in understanding how AI systems generate outputs.

"We created this out of frustration. You've got this explosion of AI-generated content, and a lot of it just isn't credible. It looks convincing, so people trust it, but according to recent research, 95% of businesses can't trace how AI decisions are made. That's alarming," Hedges said.

The launch comes amid broader concern in marketing about the quality of inputs used to shape campaigns. Weak briefing remains a persistent problem, with many marketers lacking formal training and budgets being lost through poor briefs and misaligned work.

BriefBrain is positioned as a tool to help marketers write clearer briefs, whether or not they have specialist training. Alongside the new framework, the app includes features such as audience research summaries, competitor reviews, customer avatar building, scripting and storyboard support, and brand tone guidance.

Users can use the application with or without AI, and their data is kept private and not used to train large language models.

Trust Problem

Cloud202, which developed the framework with PlatformAlt5, said the issue is not just the volume of AI-generated content online but the gap between volume and verification. That gap, it argued, is where trust in digital material begins to weaken.

"The volume of AI-generated content has outpaced our ability to verify it, and that gap is where trust breaks down. At Cloud202, we work with organisations building AI systems every day, and the ones getting it right are the ones who design in trust from the start," said Lucky Sharma, chief technology officer at Cloud202.

Hedges also linked the issue to the economics of content creation, arguing that the health of the wider digital ecosystem depends on maintaining incentives for journalists, writers and other creators to keep producing original work.

"Briefing is still broken. 65% of marketers haven't received training and lack basic knowledge of marketing fundamentals, and 33% of marketing budgets are still being wasted due to poor briefs and misaligned work*. There's no way to create great work if the information going in is poor. You must fix the inputs if you want better output and great briefs that grow brands," Hedges said.

Creator Support

The framework gives preference to content from journalists, brands and subject matter experts identified as credible sources. By attaching source attribution and a score to material surfaced in BriefBrain, the companies aim to create a clearer link between original reporting or expertise and the content marketers use.

This reflects a wider debate over whether AI systems are eroding the economics of original publishing by drawing on a shrinking pool of trusted source material while flooding channels with derivative content.

"If creators stop creating quality content, the whole system breaks. AI is only as good as the information it's trained on. If that declines, everything declines with it," Hedges said.

Hedges said large technology companies have not given the issue enough attention despite their influence over the systems that shape digital information flows.

"Big tech has the power to solve problems like this, but it hasn't been prioritised, so we've built something that tackles it head-on. In the age of AI, trust is a currency that brands need to succeed," Hedges said.