A female-led start-up has launched a new framework to tackle misinformation and low-quality AI-generated content to help brands and creatives produce better work.
London, 21 April 2026
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.”
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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:
1. F = Factual: Original insight, evidence-based with trustworthy links
2. E = Engaging: Engaging delivery and relevant expertise
3. A = Acclaimed: High-quality analysis from a credible author*
4. 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.”
About BriefBrain™
PlatformAlt5™ is a female-led startup and scalable content marketing engine on a mission to help people and ambitious brands realise their creative potential.
BriefBrain™ by PlatformAlt5™ is an AI brief writing app designed to help brands create clearer, more effective briefs. It transforms ideas into concise, actionable briefs that guide and inspire creative teams, reducing guesswork and saving time and money.
Built to solve real marketing challenges, it now integrates the F-E-A-T framework into Industry Trends (with links), raising the bar for credibility beyond mainstream Large Language Models.
AI is used to streamline the process and enhance clarity, while creative output remains human-led. The application aligns briefs with business goals and provides users with automated trends, digital and social reality check, a rival review and creativity index. Users can build a customer avatar, script and storyboard, summarise audience research and apply brand archetypes for a consistent tone of voice.
BriefBrain™ can be used with or without AI. User data remains private and isn’t used to train large language models. Deep industry expertise is accessed via a knowledge base, and the technology is powered by AWS, which uses renewable energy sources.
About Cloud202
Cloud202 is an AWS Advanced Tier Services Partner specialising in agentic AI and data-driven solutions, helping organisations across the UK, EU and GCC to design, build and deploy intelligent systems responsibly. The team combines deep cloud engineering expertise with a practical approach to AI governance, ensuring that the solutions they deliver are secure, explainable, and built on ethical foundations. Cloud202's work spans agentic AI platforms, data architecture, and AI strategy for clients across industries.
Media contact:
Sally Brockway - WoW PR
sally@wowpr.co.uk
