AI Agents Podcast AI's Industry Impact with Jon Morra (Zefr) | EP88
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Oct 17, 2025 Jon Morra, Chief AI Officer at Zefr, brings a wealth of knowledge in machine learning and content policy. He discusses how Zefr leverages AI for brand safety across platforms like TikTok and Meta, tackling issues like misinformation detection and content classification. Morra outlines the evolution of digital rights within media and shares insights on adapting AI systems for real-world challenges in advertising. He also predicts how AI will reshape jobs, emphasizing the need for human oversight in a rapidly changing landscape.
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From Movie Clips To Brand Safety
- Jon Morra recounts Zephyr's origin as MovieClips and its pivot from rights management to brand safety after success on YouTube.
- TikTok invited Zephyr in 2020 to verify brand safety, leading to exclusivity on TikTok and Meta work soon after.
Provenance Matters More Than Ever
- Zephyr focuses on provenance detection and unsupervised clustering to understand rising AI-generated misuse and spam.
- Brands care deeply about IP misappropriation and ambiguous AI-generated content triggers complex classification needs.
Match Models To Volume And Cost
- Right-size model choices to your cost envelope and inference volume by matching models and GPU types.
- Use a tiered promotion strategy: small models filter and promote uncertain cases to bigger models or human review.