2023 Digital Risk Protection Review and What Lies Ahead for 2024


The cyber landscape is more dynamic than ever, with threat actors deploying sophisticated tactics that blur the lines between deception and authenticity. From the pervasive menace of social media ad scams to the evolution of AI-driven generators creating eerily realistic frauds, the challenges faced by legal counsels, brand protection officers, and even CISOs have reached new heights. As we navigate the shifting sands of digital risk protection, this post aims to equip industry professionals with a comprehensive understanding of the past year's trends and a strategic outlook for the challenges and opportunities that lie ahead.

As we stand on the precipice of a new year, reflecting on the contours of the digital risk landscape becomes imperative for those entrusted with safeguarding brands online. The past year, 2023, bore witness to several challenges and paradigm shifts in the realm of digital risk protection or online brand protection. Here we will provide a detailed retrospective of the key trends that defined 2023 while offering strategic insights for a resilient 2024.

The Complex Dynamics of Online Scams: A Closer Look at 2023 Trends

AI-Driven Frauds: A New Frontier in Deception

The advent of AI-driven frauds in 2023 not only challenged the traditional paradigms of cybersecurity but also served as a catalyst for transformative changes. Two significant aspects reshaping the cybersecurity landscape were the unprecedented accessibility to knowledge and services, and the remarkable acceleration in the speed of deception.

AI, particularly in the form of generators, brought forth an era of accessibility that transcended conventional boundaries. Perfect English, once a hallmark of authenticity, became a tool wielded effortlessly by AI, enabling fraudsters to create content that could easily deceive both algorithms and human scrutiny. This democratization of linguistic prowess extended to creativity, design, video creation, and even coding. The erstwhile barriers to entry for cybercriminals lowered, allowing a broader spectrum of threat actors to orchestrate sophisticated scams with ease.

Furthermore, the velocity with which AI operates reshaped the landscape of cyber deception. Every facet of a fraudulent campaign, from creating convincing messages to crafting deceptive web pages, images, or videos, can now unfold in a matter of minutes. The swiftness facilitated by AI not only challenges the reactive capacities of traditional security measures but also demands a paradigm shift in how defenders approach the identification and mitigation of threats. As organizations navigate 2024, understanding these dual facets of accessibility and speed becomes imperative to fortify defences against the evolving tactics of AI-driven frauds. Organizations adopting AI-driven detection and clustering technologies gain a crucial advantage, able to discern and thwart emerging threats effectively.

Social Media Ad Scams Unmasking the Pervasive Threat

The year 2023 witnessed an alarming surge in social media ad scams. Bad actors exploited the dynamic nature of these platforms to disseminate deceptive ads. From counterfeit products to phishing schemes, social media became a fertile ground for fraudulent activities. Brands faced the daunting task of distinguishing between legitimate and malicious ad content.

In the not-so-distant past, bad actors found an exploitable haven in the free tools provided by social media platforms. Targeting brands and duping unsuspecting consumers was, unfortunately, an endeavor made simple by the free and easy-to-use platforms. However, the dynamic landscape of digital risk protection underwent a revolution, with industry leaders such as BrandShield developing robust tools to counter these threats effectively. Consequently, bad actors pivoted, shifting their focus towards a more insidious avenue—social media ads.

The allure of social media ads for fraudsters lies in the ease of creation, thanks to the user-friendly interfaces of social media giants like Meta, X, TikTok, and others. The simplicity of execution, coupled with the ability to personalize and geo-target specific groups, poses a daunting challenge for detection. Unlike their organic counterparts, these scams hide behind the guise of legitimate advertisements, making it exceedingly difficult to distinguish them from genuine promotions with conventional monitoring methods, and even more difficult to catch them before they make an effect. As we dissect the pervasive threat of social media ad scams, it becomes evident that combatting them necessitates not just vigilance but the implementation of exceptionally sophisticated solutions capable of unmasking the intricacies concealed within these platforms.

Gen Z: Digital Natives and Emerging Risks

Gen Z's ascendancy as a dominant consumer demographic introduced a new set of challenges for digital risk protection professionals. Digital natives, accustomed to navigating online spaces seamlessly, posed unique risks such as brand impersonation and susceptibility to influencer-based scams. Understanding the digital behavior of Gen Z and tailoring brand protection efforts accordingly became a focal point for so many industry leaders. This section explores the intricacies of safeguarding brands in an era defined by the preferences and habits of Gen Z.

Gen Z, with its distinct digital behaviors, presents an enigma that continues to baffle researchers and marketers alike. Their innate ability to navigate the digital landscape, with an inclination to accept shades of truth and grey areas, is a testament to their unique perspective, often shaped by platforms like TikTok, Discord, and others. Brands are targeting Gen Z more and more and aim not only to establish their brand presence but also to leverage this demographic for product sales. However, this poses a challenge to existing protection mechanisms, as the sophisticated understanding of this generation demands a more nuanced approach.

Traditional digital risk protection strategies still hold relevance, but the evolving nature of Gen Z's interactions necessitates a proactive stance. Brands must monitor the entire digital footprint of Gen Z individuals, exploring platforms like TikTok and others that serve as breeding grounds for emerging trends, including scams. The protective measures need to be fine-tuned to the specific behaviors and preferences of this demographic. By closely monitoring scam trends on these platforms and swiftly dismantling fraudulent activities, brands can maintain a secure environment and build trust among the digitally savvy Gen Z audience.

Economic Impacts on Digital Risk Protection Strategies: Navigating Global Challenges

The challenging economic climate globally has exerted pressure on companies to reassess their priorities in 2023, leading to cuts in external threat protection programs or the maintenance of scaled-down versions focusing on the essentials. Inevitably, this economic constraint has compelled many brands to operate within limited capacities, prioritizing certain aspects of their digital risk protection efforts while deprioritizing others. The consequence of this shift is a vulnerable space where scammers find opportunities to exploit the gaps in monitoring and defences.

Throughout 2023, many brands, although still vigilant, may not have been operating at their full digital risk protection potential. The focus shifted to essential areas, leaving certain vulnerabilities unattended. Scammers, attuned to these shifts and capitalizing on reduced surveillance, have seized the opportunity to enhance their deceptive tactics. The economic strain created a fertile ground for fraudulent activities to flourish.

However, as we look ahead to 2024, a promising scenario emerges. With a more stable global economic outlook projection, brands are anticipated to revitalize their digital risk protection strategies. Recognizing the importance of comprehensive protection, companies are expected to increase budgets devoted to safeguarding against external threats. This upward trend in investment aims to bridge the gap created during the constrained period of 2023, marking a resurgence in robust brand protection strategies aligned with improved economic conditions.


2024: Strategies for Resilience and Proactivity

As we step into the uncharted territories of 2024, the domain of brand protection is at a crossroads, marked by the convergence of human acumen and artificial intelligence. In this era of digital warfare, scammers wield sophisticated AI-driven weaponry, challenging brands to adopt a proactive stance. The 2024 digital threat landscape demands meticulous attention. From securing mobile applications to mitigating cryptocurrency-related risks, external threat protection must navigate this adeptly. As we venture into 2024, brand protectors find themselves at the frontline of a digital battlefield, requiring not just vigilance but strategic acumen.

AI in Brand Protection: Leveraging Technology for Adaptive Protection

The integration of AI into brand protection frameworks emerges as a linchpin for success in 2024. As scammers increasingly leverage AI, brands must harness the same technology to stay one step ahead. The proactive use of AI in brand protection will be instrumental in identifying emerging threats and formulating effective countermeasures. The synergy between human intelligence and AI becomes the fulcrum on which effective brand protection pivots. We will see more brands turn into AI-powered solutions to fight the AI-Based scams with the same level of weapon.

Real-Time Monitoring and Collaboration: Imperatives for a Rapid Response

In a rapidly evolving threat landscape, real-time monitoring becomes non-negotiable. Collaborative efforts, both within organizations and across industries, will be pivotal. The exchange of threat intelligence in actionable real-time detection empowers brands to respond rapidly to emerging risks, fostering a collective defence against digital threats. As we embrace 2024, the ability to adapt and respond swiftly defines the resilience of brand protection strategies. This will make more brands turn to AI-based solutions that keep up with new technologies and risks.

TTD and TTR Metrics: Measuring Effectiveness in Real-Time

The success of brand protection efforts in 2024 hinges on measurable metrics. Time to Detect (TTD) and Time to Remove (TTR) become even more critical indicators of a proactive and effective response. As risks evolve, minimizing these metrics will be essential for mitigating risks promptly. The ability to measure, analyze, and adapt in real-time becomes the cornerstone of a robust digital risk protection framework. Legal counsels and cybersecurity teams will measure TTD and TTR even more rigorously to take another step up in their digital risk protection programs.

Balancing the AI Arsenal: Backing Technology with Expertise

Amidst the rise of AI-powered solutions, it's crucial to strike a balance between cutting-edge ai-based technology and the deep expertise of human intellect and expertise. In 2024, digital risk protection strategies will need to integrate AI seamlessly into existing frameworks, augmenting, not replacing, the invaluable insights drawn from human experience and intellectual property knowledge. A harmonious collaboration between the artificial and the human will fortify brand defences against the ever-evolving digital threat landscape.



As a legal counsel or CISO navigating the digital threat landscape of 2024, crafting an updated robust external threat protection blueprint is paramount. Begin by integrating AI into your existing frameworks, recognizing it as an ally, not a replacement for human expertise. Foster collaboration within your organization and beyond, forming alliances to exchange real-time threat intelligence and remediation. Rigorously measure and analyze your Time to Detect and Time to Remove metrics, constant efforts to improve your TTD and TTR will ensure a swift response to emerging risks.

Furthermore, consider the holistic nature of digital risk protection. Beyond countering AI-based scams, delve into the intricacies of emerging trends and specific challenges tied to your industry, brand, and products. Stay informed and foster a culture of adaptability within your team. Embrace the proactive stance that 2024 demands, where vigilance is coupled with strategic foresight.

In conclusion, as you forge your path through 2024 and by embracing technology, fostering collaboration, and maintaining a keen awareness of the evolving landscape, you pave the way for resilient external threat protection. In doing so, you not only safeguard your brand but also contribute to the collective defence against the ever-shifting sands of the digital realm. Rest assured, your strategic acumen and proactive measures will be the key to a restful night's sleep in the complex world of digital risk protection.