A war-torn Ukrainian startup is bringing counter-disinformation to the business world.
Osavul was founded in 2022 to combat Russian propaganda. To analyze the threats, the company applied AI analytics to the information landscape.
The startup examines open source data from social media, websites and messaging apps. It then identifies harmful narratives – and the sources that spread them.
The stories take different forms. Osavul has found Fake news videos covered with BBC logos, racist insults hidden by slang, and Generative AI Strengthening Russian propaganda.
The Ukrainian government has frequently asked the startup for its insights, as have NATO and the UK. But Osavul is also looking for customers in the private sector.
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Disinformation by companies
Osavul is currently developing services specifically for companies that are increasingly bombarded with misinformation.
Russian politicians accuse Coca-Cola of purchasing organs from Ukrainian orphans. Social media posts have spread Fake reports of banks restricting withdrawals. Viral TikTok videos have claims Disney World is lobbying to lower the legal drinking age.
Such attacks can damage reputation and disrupt operations, and can cause enormous financial losses.
The analyst firm Gartner expects costs to skyrocket. By 2028, the company will predicts that companies will spend over $500 billion to combat disinformation – consuming half of their marketing and cybersecurity budgets.
Osavul aims to mitigate the risks. “Our goal is to review the narratives, show which ones are dangerous, and then give you all the information so you know what to do,” Dmytro Bilash, co-founder of the startup, told TNW.
Customers can then develop a response plan. This could mean a counter-messaging campaign, a complaint on social media platforms, or even legal action.
Osavul co-founders Dmytro Bilash (left) and Dmytro Pleshakov (CEO) founded the company in the wake of Russia's large-scale invasion of Ukraine. Image credit: Osavul
Osavul’s ambitions have been boosted by a new $3 million funding round. The seed investment announced today will Expansion in the B2B sector.
The round was led by three European investors: 42CAP, u.ventures and SMRK.
“Osavul is already the industry-leading startup in its sector in the EU,” said Alex Meyer, General Partner at 42CAP.
“The company is committed to expanding its capabilities into the U.S. market and providing new opportunities to the business industry.”
Bilash believes the market will grow rapidly. As AI reduces the cost of disinformation campaigns, he expects an increase in attacks on companies.
“Hundreds of thousands of companies around the world will need situational awareness technology,” he said.
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