Influencer marketing platform Hypetap has announced the integration of two new brand safety products into its influencer vetting process.

Hypetap’s proprietary brand alignment suite leverages machine learning and artificial intelligence (AI) technology to help identify influencers that are best suited for brands and the objectives of each given campaign.

The suite now includes a profanity audit product to reveal controversial language in posts and associated commentary, as well as a conflict assessment tool that ensures potential influencers have not worked with, or endorsed a competing or conflicting brand over a given time period.

This technology bolsters a brand alignment suite that already includes a comprehensive audience quality assessment as well as content-based alignment tools.

Hypetap’s chief technology officer, Dhruv Singh, said: “Our new tools take this concept one step further, automatically identifying specific language or previous brand partnerships that don’t align with a brand’s persona or marketing objective.

“This is critical for brands at a time when authenticity and transparency are at the forefront of conversations around digital marketing.”

Hypetap co-founder and co-CEO Detch Singh added: “Selecting influencers for a campaign without taking content alignment into account can pose a serious threat to your brand.

“Our vision is to set the standard for brand safety and data transparency in influencer marketing in Australia.

“Brands are realising the importance of partnering with the right influencers. We’re confident this latest technology update will add another layer to protect brands.”