Tracer AI (Lehi, UT) launches Tracer Protect for ChatGPT, the first brand protection solution to proactively monitor and neutralize threats within AI chatbot outputs, leveraging its adaptive Flora platform to safeguard brand integrity at machine scale.
Lehi, Utah - June 30, 2025
As AI-driven chatbots like ChatGPT become a staple of consumer interactions, the risk of brand abuse at machine scale has surged. What was once confined to traditional search engines has now migrated into the realm of generative AI, posing a new and unprecedented challenge for brands trying to protect their reputations. Tracer AI is stepping up to the plate with a first-of-its-kind solution: Tracer Protect for ChatGPT.
This groundbreaking tool allows brands to proactively monitor and neutralize potential threats within ChatGPT — from fake product recommendations to executive impersonation schemes — before they reach consumers. By leveraging Tracer’s advanced Flora agentic AI platform, Tracer Protect for ChatGPT promises to offer an intelligent, always-on defense against the evolving threats posed by generative AI.
AI Chatbots: The New Frontier for Brand Abuse
The rise of generative AI chatbots like ChatGPT has dramatically altered the digital landscape. Unlike traditional search engines, these AI systems provide personalized answers to user queries, often including product recommendations or links to external websites. This new feature, combined with chatbots’ vast data-surfing capabilities, presents a significant opportunity for bad actors to manipulate the AI’s responses, spreading unauthorized content, counterfeit products, and phishing schemes.
Bad actors are exploiting the chatbot’s ability to surface relevant links, whether through AI-curated shopping suggestions or by inserting malicious content into seemingly innocent responses. For instance, a user asking about “the best noise-cancelling headphones under $200” could be directed to a fraudulent product — all orchestrated by bad actors leveraging AI’s newfound reach.
“The emergence of AI chatbots as a new vector for brand manipulation is a pressing concern for enterprise organizations,” said Sawyer Ramsey, Strategic Account Executive at Snowflake. “Tracer’s proactive platform offers the kind of cutting-edge protection businesses need in today’s rapidly evolving digital environment.”
Proactive Protection Powered by Flora
At the core of Tracer Protect for ChatGPT is Flora, Tracer’s specialized agentic AI system, designed to learn from every interaction and continuously improve its threat detection capabilities. Flora’s ability to learn from each action allows Tracer Protect to become smarter over time, identifying brand threats and neutralizing them before they have a chance to spread.
With the rise of AI-driven content generation, traditional brand protection methods are simply not enough. Scams like counterfeit products and impersonation attacks have become harder to detect, and AI chatbots are increasingly used to amplify their reach. Tracer Protect is the first solution to actively monitor and analyze ChatGPT outputs, detecting threats and swiftly taking action against them. This real-time protection is vital in an environment where threats can scale quickly and at machine speed.
In addition to traditional brand infringement, Tracer Protect also tackles more sophisticated threats, such as “narrative poisoning.” This involves the intentional seeding of harmful, misleading stories designed to damage a brand’s reputation. AI chatbots are uniquely vulnerable to these attacks because they rely on large-scale data aggregation to form responses, which means that a small amount of bad data can influence an entire conversation thread.
How Tracer Protect Works: A Dual Approach
Tracer’s innovative Human-in-the-Loop (HITL) AI approach is integrated into Tracer Protect, combining the speed and scale of advanced AI with the expertise of human analysts. This hybrid approach ensures that the actions taken by the system are not only fast and accurate but also legally defensible and aligned with brand goals.
Tracer Protect for ChatGPT continuously monitors AI outputs for signs of brand misuse, including fraudulent websites, mobile apps, and counterfeit products. As Flora learns from each incident, it refines its detection algorithms to improve accuracy and reduce false positives, providing brands with an effective, ever-evolving solution to the emerging risks of generative AI.
“The urgency to stay ahead of this growing threat cannot be overstated,” said Rick Farnell, CEO of Tracer. “With our proactive approach, we’re partnering with brands to remediate infringements across generative AI platforms, ensuring their digital presence remains secure as AI chatbots become an increasingly central part of consumers' online behavior.”
Farnell is a pioneer in cybersecurity and big data solutions. In 2010 he co-founded Think Big Analytics, based in South Jordan, Utah, a big data market/Machine Learning pioneer that employed over 200 people. In 2014 it was acquired by Big Data solutions company Teradata Corporation. In 2019 Farnell became CEO of cybersecurity and data encryption software company, Protegrity, based in Salt Lake City. In March 2022, Farnell was appointed CEO at Appdetex, a brand-protection cyber security company located in Boise, Idaho. The company rebranded as Tracer.ai in November 2022 and moved to Lehi, Utah.
Looking Ahead: Expanding Protection Across AI Platforms
Tracer’s roadmap includes the release of additional brand protection products for other generative AI platforms, including Claude, Perplexity, and Gemini. These solutions will expand Tracer’s industry-leading protection capabilities, ensuring that brands can continue to defend themselves against the increasingly sophisticated threats posed by AI-driven systems.
As generative AI platforms continue to evolve, Tracer’s forward-thinking approach positions itself as a trusted partner for brands seeking to protect their integrity and consumer trust in an AI-driven world.
A Legacy of Innovation in Digital Brand Protection
Tracer AI has continuously adapted its technology to stay ahead of emerging digital threats. Its combination of Flora, Human-in-the-Loop AI, and proprietary technologies like the Tracer Graph positions it at the forefront of the battle to safeguard brands in the age of AI.
Most recently, Tracer’s ongoing innovation was recognized when it won the Top AI-Enabled Retail Product and CEO Rick Farnell received the AI Luminaries award at the 2025 SiliconANGLE Tech Innovation CUBEd Awards.
A Full Circle: Tracer’s Flora and AI-Driven Security
Tracer’s latest product builds directly on the company’s earlier success with Flora, a specialized agentic AI platform that was unveiled earlier this year. Flora was developed to evolve and learn from every threat it encounters, making it particularly suited for detecting complex and rapidly changing threats in the digital world.
As detailed in our earlier article on Flora, Tracer’s platform is not just about monitoring; it’s about adapting. The Flora agent continuously evolves its capabilities to match the scale and complexity of new threats. This adaptability has been key to Tracer’s success in monitoring and securing digital brands, and now with Tracer Protect for ChatGPT, brands can rest assured that they are protected against the ever-growing risks of generative AI.
For more information visit Tracer.AI.