AI provides a solution
Despite the growing appetite to do something about the problem — in large part driven by the players themselves — disciplinary moves from sports clubs and in-house solutions offered by social media platforms have been unable to keep abuse in check. We know what the problem is, but the issue seems too large for stakeholders to get a handle on it.
Part of the challenge comes with scale. Sports organizations can’t realistically be expected to investigate every single report of bad behaviour online. Giving users the ability to filter or block certain keywords in comments is helpful for the average person, but it doesn’t mean much when trying to build a healthy community among hundreds of thousands (or even millions) of followers.
Pattr’s AI-powered solution takes a different approach to online abuse. We know that the way people talk online is constantly developing and changing, and simple filtering systems can’t be expected to keep up.
Nor can human social media teams be expected to pick up the slack. Not only is sifting through abusive comments in order to hide and delete them a lousy job, it doesn’t scale particularly well. With the amount of lively conversation that goes on around an AFL Grand Final or an English Premier League match, not even a fully-staffed social media team can be expected to catch everything.
We do things a little differently. Our Conversational AI sentiment and intent analysis in conjunction with sophisticated text and image classification can identify harmful content in whatever form it appears — whether it’s a comment, image or erstwhile emoji — and hide it before players and the community see it.
Pattr sits quietly behind Facebook, Instagram and Twitter 24/7, ensuring nothing is missed and everything is actioned. This lets players and social teams focus on the positive stuff, like posting great content and engaging with fans, without worrying about abuse and spam clogging up their feeds.
We firmly believe that AI can be the bedrock of a solution to minimise the effects of online abuse and keep players safe. By tackling abusive comments and posts as soon as they are made, and keeping them away from the eyes of players and the community, we can minimise the harm of online hate — and make social media a healthier space for genuine conversation and engagement.
Interested in a trial? Speak to our sports team today.