In a digital world where users are bombarded with content, choices, and interactions, standing out as a brand isn’t just about being loud or clever. It’s about being trustworthy.

That was the central message of the recent webinar “Turning Trust & Safety into a CX Advantage,” hosted by Ailís Daly, Head of Trust & Safety for EMEA at WebPurify, an IntouchCX company. The discussion featured experts from some of the most influential platforms today: Francis Stones, Head of Brand Safety at TikTok, Deniz Alkan, Head of Reviews at Trustpilot, and AJ Brown, Chief Operating Officer at The Brand Safety Institute. Together, they unpacked how Trust & Safety (T&S) can move beyond compliance to become a true competitive advantage—one that directly impacts user retention, brand equity, and customer satisfaction.

Here are some of the key takeaways.

1.Trust isn’t a feature. It’s a feeling.

As Francis Stones from TikTok pointed out, trust is intangible—but its impact is very real. Users might not always articulate when they feel safe, but they can absolutely tell when something feels off. One inappropriate post, a harmful comment left unmoderated, or a delay in taking down offensive content can erode years of brand-building.

“We often focus so much on the technical side of moderation,” said Stones, “that we forget that what we’re really managing is perception. If users don’t feel like you’ve got their back, it doesn’t matter how robust your backend systems are.”

2. Trust & Safety teams can’t work in isolation.

Historically, Trust & Safety functions have lived in their own corners of the business, sometimes reporting to legal, sometimes to product. But as AJ Brown emphasized, this siloed approach doesn’t work anymore.

“Trust is everyone’s job,” said Brown. “It touches the customer journey at every point—from onboarding, to support tickets, to how you respond to a crisis.”

Cross-functional collaboration is key. Product teams need to build tools that empower safety. Legal teams need to provide clear guardrails. Customer service needs to be aligned on tone and escalation paths. And marketing must ensure the brand message aligns with actual user experiences.

When all of these departments are aligned, T&S can become a seamless part of the user journey, not a reactive fix.

3. There’s no one-size-fits-all moderation strategy.

One of the most nuanced parts of the conversation centered around content moderation. Deniz Alkan from Trustpilot highlighted how different industries and audiences require different standards. What might be acceptable on a travel review site, for example, may be entirely inappropriate on a healthcare platform.

The key, according to Alkan, is context-aware moderation. This means understanding not just what users are saying, but how, where, and why. For example, a comment expressing frustration can be legitimate feedback—or it could be harmful if it crosses into abusive territory. Technology helps flag these instances, but the final call often requires human judgment.

“Moderation can’t just be about silencing,” Alkan noted. “It should aim to foster healthier, more respectful conversations.”

4. Investing in safety isn’t a cost, it’s a growth strategy.

A major theme that ran throughout the webinar was that safety should not be viewed as a cost center. Instead, it’s a direct contributor to business growth.

Here’s why:

• Retention: When users feel safe, they’re more likely to return.
  
• Advocacy: People recommend platforms where they’ve had positive, respectful interactions.
  
• Brand value: Companies known for integrity and safety enjoy higher trust and loyalty—even during PR crises.
  

As Brown summed it up: “Trust is not just about avoiding lawsuits or bad press. It’s about building a brand that lasts.”

5. Users want more transparency and faster action

The panel also explored the increasing demand for real-time responses and clear communication. Users today expect platforms to act swiftly against harmful content—and to be transparent about how those decisions are made.

That includes publishing enforcement data, offering clear appeals processes, and sharing community guidelines in a way that’s accessible and human, not just legalese buried in a footer.

“Your users are more informed than ever,” said Stones. “They’ll notice when your actions don’t match your policies—and they’ll speak up.”

Trust-building, therefore, isn’t just about removing bad content. It’s about showing your community that you’re listening and that you’re accountable.

6. Technology is a tool, but empathy is the differentiator.

Automation and AI continue to revolutionize the Trust & Safety space. From real-time image moderation to advanced text classifiers, platforms now have access to tools that can identify problematic content at scale.

But as the panelists were quick to point out, technology alone isn’t enough.

“Empathy is what really makes the difference,” said Alkan. “You can use AI to detect hate speech, but you need a human lens to understand intent, nuance, and the emotional weight of certain messages.”

In that sense, the future of T&S is hybrid: using tech to scale efforts, but keeping people at the heart of the process.

So, what’s the bottom line?

Trust & Safety it’s a front-line strategy that shapes how users perceive your brand, interact with your content, and ultimately, whether they choose to stick around.

The brands that win in today’s experience-driven economy will be the ones that treat safety not just as a legal requirement, but as a foundational part of customer experience.

Because at the end of the day, a safe user is a happy user. And happy users are the ones who come back, engage, and advocate for your brand.

Ready to turn Trust & Safety into your next competitive advantage?

We believe that building safer, more trustworthy digital experiences is the foundation of lasting customer loyalty. Whether you’re a startup or an established platform, investing in proactive Trust & Safety strategies will help you protect your users, elevate your brand, and drive growth.

Get in touch with us today to learn how our AI-powered moderation solutions can help you create a safer online environment—and turn trust into your greatest CX asset.