A female-led startup has launched an innovative framework designed to tackle the rise of misinformation and low-grade, AI-generated “slop” flooding the internet.
F-E-A-T, developed by content marketing agency PlatformAlt5™ and generative AI specialists Cloud202, introduces a structured way to assess content credibility.
“We created this out of frustration,” says Sarah Hedges, founder of PlatformAlt5™. “You’ve got this explosion of AI-generated content, and a lot of it just isn’t credible. It looks convincing, so people trust it, but according to recent research, 95% of businesses can’t trace how AI decisions are made. That’s alarming.”
Lucky Sharma, Chief Technology Officer at Cloud202, adds: “The volume of AI-generated content has outpaced our ability to verify it, and that gap is where trust breaks down. At Cloud202, we work with organisations building AI systems every day, and the ones getting it right are the ones who design in trust from the start.”
What is F-E-A-T?
F-E-A-T is a framework that sits within BriefBrain™, a brief writing app by PlatformAlt5™ that helps marketers create better briefs regardless of their training or experience.
The F-E-A-T framework integrates with Industry Trends, raising the bar for credibility beyond mainstream Large Language Models. “Content quality is checked and scored out of 10, anything under 7.5 is excluded. Aggregated articles include hyperlink citations to highlight the journalist, or thought leader, along with their visible F-E-A-T score,” says Hedges.
F-E-A-T promotes accountability, transparency and trust, evaluating article quality based on:
- F = Factual: Original insight, evidence-based with trustworthy links
- E = Engaging: Engaging delivery and relevant expertise
- A = Acclaimed: High-quality analysis from a credible author*
- T = Transparent: Ethical integrity, human-generated (not AI) verified links
* Journalist, brand and or subject matter expert
Mending a broken system
The launch comes as brands struggle with poor-quality inputs, weak briefing and wasted budgets.
“Briefing is still broken,” says Hedges. “65% of marketers haven’t received training and lack basic knowledge of marketing fundamentals, and 33% of marketing budgets are still being wasted due to poor briefs and misaligned work*. There’s no way to create great work if the information going in is poor. You have to fix the inputs if you want better output and great briefs, grow brands.”
Supporting creators
F-E-A-T also aims to support journalists, writers and creators whose work underpins the digital ecosystem.
“If creators stop creating quality content, the whole system breaks,” says Hedges.
“AI is only as good as the information it’s trained on. If that declines, everything declines with it.”
The framework prioritises high-quality, human-led content, including work by journalists and other verified sources.
Big tech’s blind spot
Hedges believes the issue has been overlooked by big tech. She says: “Big tech has the power to solve problems like this, but it hasn’t been prioritised, so we’ve built something that tackles it head-on. In the age of AI, trust is a currency that brands need to succeed.”
