Elevating Digital Trust and Safety for One of the World’s Largest Technology Companies

Ambitions

The world’s leading advertisement platform and one of the largest global technology companies takes their responsibility to maintain the trust and safety of their extensive user base very seriously. Despite utilizing advanced artificial intelligence (AI) and machine learning (ML) technologies, the company grappled with recurring, high impact issues such as fraudulent accounts, payment scams, brand impersonation, identity theft, and policy violations. In addition to being potentially harmful to users, these challenges could pose impending financial risks, regulatory non-compliance, and could also impact the company’s reputation, and overall brand integrity.

Given the large user base and geographically dispersed nature of its business, the customer’s liability in any breach in trust could result in immediate financial losses and long-term damage to the brand’s credibility. To mitigate this risk and set up better guardrails to protect their users from fraud and other internet threats, the client sought a partner capable of swiftly and effectively addressing these threats to safeguard their platform, users, and business.

Action

Building on a decade-long strategic partnership, the company extended its relationship with Wipro to combat these evolving challenges. Wipro’s expertise in trust and safety, played a pivotal role in enhancing the company’s existing fraud detection and risk management frameworks.

The approach was multifaceted and focused on both technological innovation and operational refinement:

• Fraud Detection: Wipro integrated advanced AI/ML capabilities into the client’s systems to refine user and payment data analysis, significantly reducing margin losses and defending the brand against emerging fraud trends.
• Account and Content Integrity: Wipro tackled suspicious account takeovers and unauthorized payment activities, fortifying the client’s platform against abuse.
• Labeling and Ads Categorization: More precise tagging of accounts and ad content through Wipro’s tagging services, ensured compliance with company policies, preventing further fraudulent activity.
• Deceptive Advertising and Verification: A robust verification process was implemented to ensure advertisers met the client’s stringent business standards and publishing policies.

A combination of human expertise and advanced AI/ML models was deployed to proactively identify potential risks. Wipro’s team performed in-depth investigations of accounts and transactions to prevent fraud at scale, ensuring both immediate resolution and long-term risk mitigation.

Ambitions Realized

This collaboration produced significant, measurable results, transforming the client’s approach to trust and safety.

• Loss Prevention: By incorporating fraud rings as new signals within the risk engine, Wipro helped prevent losses of approximately $32 million.
• Improved Accuracy: Wipro’s enhanced fraud detection system prevented 44% of incorrect account re-openings annually, ensuring more accurate user account management.
• Efficiency Gains: Proactive fraud pattern identification and feedback to the risk engine resulted in a 40% increase in operational efficiency, allowing for quicker response times and more precise risk assessments.
• Enhanced Decision-Making: The integration of new risk signals raised decision accuracy in Tier 1 and Tier 2 cases from 88% to 98%, enabling faster and more reliable decision-making processes.
• Cost Savings: Streamlined processes and efficiency improvements translated into cost savings, delivering approximately $40 million in value.

This dedication to continuous improvement and process excellence has been instrumental in driving exceptional results. Through the enhancement of risk detection models and the implementation of innovative solutions such as the fraud trend learning model, Wipro not only exceeded the client's expectations but also established a new industry benchmark for fraud detection. This forward-thinking approach has led to widespread adoption of Wipro's solutions by other vendor partners, setting the stage for continued leadership in the industry.

The partnership between Wipro and the global technology leader exemplifies our ability to swiftly and effectively tackle complex trust and safety challenges. Our innovative approach and unwavering commitment to continuous improvement have solidified Wipro's position as a trusted strategic partner, empowering one of the world's largest technology companies to adeptly navigate and meet the evolving needs of a generation of internet users while ensuring their safety.