Akamai has introduced Akamai Brand Guardian, an AI-powered brand protection tool designed to help global enterprises identify and manage brand impersonation at scale, as scammers increasingly use generative AI to create fake websites and digital identities within seconds.
The company said the new offering builds on Akamai Brand Protector and adds proactive capabilities intended to support security and legal teams. According to the information shown, Brand Guardian replaces reactive responses with continuous AI-powered monitoring and risk-based enforcement, helping organizations deal with automated fraud more quickly.
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AI-Powered Protection Against Brand Abuse
The scammers are exploiting the widespread availability of generative AI to create sophisticated fake websites and digital identities, making manual discovery methods difficult for businesses to rely on. Companies in financial services, retail and healthcare are described as facing threats to digital integrity, lost revenue and damaged customer relationships because of fraudulent sites.
Akamai said Brand Guardian is aimed at shielding organizations from modern brand abuse by monitoring the internet continuously and supporting automated takedowns. The article states that these takedowns are performed with 99.99% accuracy.
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“Automation has fundamentally changed how scammers operate, turning detecting fake sights into a high-stakes game of Whac-A-Mole for security teams,” said Sean Lyons, Senior Vice President and General Manager of Application and Infrastructure Security at Akamai.
Lyons said Akamai Brand Guardian provides security and legal teams with the visibility needed to stay ahead of these threats. He added that by using AI to monitor the internet, Akamai helps customers identify and remove fraudulent content much faster than was previously possible.
Monitoring, Risk Prioritisation and Faster Response
Akamai Brand Guardian uses the company’s visibility into global internet traffic to find and assess threats. The tool integrates brand protection capabilities into a broader security workflow, helping organisations detect threats automatically, prioritise high-value risks, accelerate response times and build a more complete defence.
The system uses AI-driven monitoring to scan the internet for fraudulent assets and look-alike domains before customers report them. It also uses real-time data to identify which threats pose the most significant risk to the business, allowing teams to focus on the most impactful attacks.
The automated workflows help teams investigate and take down fraudulent sites quickly, while integration with broader security insights gives companies a clearer view of their overall digital risks. Brand Guardian uses refined AI models to ensure alerts received by security teams are accurate, actionable and focused on protecting the customer experience.
