Tracer Wins Big at SiliconANGLE Media’s Tech Innovation CUBEd Awards for AI Leadership in Retail and eCommerce
Tracer, a pioneer in AI-driven online brand protection, has been recognized as a double winner at the prestigious SiliconANGLE Media 2025 Tech Innovation CUBEd Awards. The company took home top honors in two key categories: the Top AI-enabled Product for Retail and eCommerce and the AI Luminaries category. These accolades underscore Tracer’s cutting-edge approach to safeguarding brands from digital threats while showcasing the visionary leadership behind its AI-powered platform.
The Top AI-enabled Product for Retail and eCommerce category acknowledges transformative AI-driven solutions that have revolutionized workflows in the retail and eCommerce sectors. It highlights innovations that demonstrate superior effectiveness, adaptability, and creativity in addressing major industry challenges. Meanwhile, the AI Luminaries award recognizes individuals in the B2B technology industry who have made a significant impact in AI through thought leadership, industry influence, and driving meaningful conversations around artificial intelligence. This year, the award was presented to Tracer CEO Rick Farnell, a recognized leader in AI innovation and brand protection.
Addressing the Digital Threat Landscape
As the digital world continues to expand, brands face unprecedented threats related to identity misuse and fraud. The rise of sophisticated AI technologies has given malicious actors new tools to replicate brand assets, creating challenges for businesses across industries, particularly in retail and eCommerce.
Tracer stands at the forefront of AI-powered brand protection with a mission to combat these threats using ‘AI for good.’ By leveraging proprietary artificial intelligence combined with human-in-the-loop oversight, Tracer not only detects and removes brand misuse but also traces its origins with unparalleled accuracy. This proactive approach ensures that brands can maintain their integrity while protecting revenue streams and consumer trust.
The Power Behind Tracer’s AI-Driven Brand Protection
At the heart of Tracer’s innovative approach is Flora, an AI-powered agentic system that operates on a proprietary domain-specific Brand Large Language Model (LLM). Flora’s capabilities include:
- Rapid Identification and Elimination: Reducing brand infringement time-to-live by up to 80%.
- Advanced Threat Filtering: Preventing irrelevant threat detections, ensuring brands focus only on genuine risks.
- Outcome-Based Pricing: Unlike traditional monitoring services that charge for tracking alone, Tracer ensures that clients pay only when threats are detected and eliminated.
This combination of cutting-edge AI and real-world application has made Tracer a trusted solution for businesses aiming to maintain their brand’s authenticity in the digital space.
CEO Rick Farnell on Winning AI Luminaries Award
Rick Farnell, CEO of Tracer, expressed deep gratitude for the recognition, emphasizing the company’s commitment to revolutionizing brand protection through AI innovation.
“I’m incredibly honored to receive the AI Luminaries award alongside this recognition for our product’s innovation. These awards reflect our team’s dedication to creating technology that not only protects brands but also safeguards consumers. The digital landscape is evolving rapidly, and businesses need an AI-driven partner that ensures their brand integrity remains intact. Tracer’s ‘AI for good’ approach ensures that organizations of all sizes can rely on our platform to defend their brand identities effectively.”
Farnell’s leadership in AI has positioned Tracer as an industry leader, influencing trends and driving advancements in AI applications beyond traditional brand protection methods.
A Prestigious Recognition in the Tech Industry
The Tech Innovation CUBEd Awards, presented by SiliconANGLE Media, are among the most respected accolades in the technology sector. These awards honor groundbreaking achievements in B2B and B2B2C technology, recognizing visionary leaders, game-changing products, and companies that push the boundaries of innovation.
Winners were chosen from a highly competitive pool of nominees, evaluated by an expert panel of industry leaders. Tracer’s selection underscores the company’s exceptional contributions to AI-driven brand protection, reinforcing its status as a market leader.
Tracer’s Impact on Retail and eCommerce
As digital transactions continue to dominate consumer behavior, online brand protection has become a critical component of retail and eCommerce strategies. Counterfeiting, phishing, and unauthorized brand usage can severely damage a company’s reputation and bottom line. Tracer’s AI technology has been instrumental in helping major brands mitigate these risks.
Industry Leaders Endorse Tracer’s Effectiveness
Several high-profile industry executives have praised Tracer for its role in strengthening their brand protection strategies:
James Kryskowiak, Brand Protection Manager at Church & Dwight Co., highlighted Tracer’s contributions:
“Thanks to Tracer’s AI capabilities, our online strategic planning and targeting have greatly improved. The platform enables us to swiftly adapt to new challenges, allowing for more effective responses to online threats. Its user-friendly interface and real-time analytics make it an invaluable tool for organizations looking to enhance their brand protection.”
Jason Weintraub, Chief Legal Officer at Jacuzzi Group Worldwide, also shared his experience:
“We partnered with Tracer over a year ago, and the results have far exceeded our expectations. The precision and effectiveness of their AI platform have given us a new level of confidence in our brand protection efforts.”
Caroline Kinsey, General Counsel at Ontel Products Corporation, emphasized the impact of Tracer’s technology on eCommerce success:
“Brand protection is essential to our growth, and Tracer has been an invaluable partner for six years. Their AI solutions have helped us maintain our top 10 selling positions on Amazon.com and secure ‘Buy Box’ purchase options on eCommerce platforms. Through our collaboration with Tracer, we’ve successfully mitigated significant brand misuse, preserving our brand reputation and ensuring customers engage with authentic Ontel products.”
The Future of AI-Driven Brand Protection
As AI technology evolves, so too do the challenges brands face in protecting their digital identities. Tracer remains committed to staying ahead of these threats by continuously innovating and refining its AI capabilities. The company’s success at the Tech Innovation CUBEd Awards reaffirms its leadership position and its mission to create a safer digital environment for brands and consumers alike.
Industry Leaders Celebrate Innovation
The founders of SiliconANGLE Media, Dave Vellante and John Furrier, praised this year’s award winners for their commitment to driving technological progress.
Dave Vellante, Co-Founder and Co-CEO of SiliconANGLE Media:
“The winners of our inaugural Tech Innovation CUBEd Awards represent some of the boldest thinkers and innovators in the industry. These individuals and companies are shaping the future of technology by challenging traditional conventions and pushing the boundaries of what’s possible.”
John Furrier, Co-Founder and Co-CEO of SiliconANGLE Media:
“We honor excellence in innovation, from visionary leaders to transformative products. Our awards celebrate those who dare to think differently, overcome challenges, and bring bold ideas to life. Tracer embodies these qualities, making it a deserving recipient of this year’s accolades.”
