ActiveFence rebrands as Alice, shifting focus to AI model security
Israeli company expands beyond social platforms as demand for AI safeguards grows.
ActiveFence, which provides a platform for protecting users on social platforms and safeguarding large organizations, is rebranding as Alice and expanding its activities into the fast-growing field of AI model security. The company, founded in 2018, has raised $140 million to date. Its investors include Resolute Ventures, Grove Ventures, CRV, Highland Europe, Vintage Investment Partners, Norwest Venture Partners, and Maj Invest.
In a conversation with Calcalist, Noam Schwartz, co-founder and CEO of Alice, said: “Since 2018, we have been working with some of the largest companies in the world. Amazon, TikTok, and governments have asked for our technology to protect their users. As revenue from this direction has grown, we decided to make a change, both internally and externally, and to completely rebrand.”
Schwartz added that the company’s shift is closely tied to changes brought about by AI and cloud technologies. “For me, the cloud is a key tool that has doubled my work capacity. But the ability to harness these tools effectively is not trivial, and that’s part of why we wanted to redefine who we are.”
Addressing broader concerns about AI and employment, Schwartz said the company is currently expanding rather than contracting. “We’ve been hiring a lot recently, our financial situation is excellent, and we don’t need to raise money right now. There’s a narrative that AI will lead to layoffs, and that may be true in some non-tech industries. But the efficiency gains these tools enable are still underestimated.”
According to Schwartz, AI acts as a force multiplier in technology companies. “People with technical skills are being given new wings. They can create far more value with fewer resources. We’re seeing huge demand and we’re not meeting it. I need salespeople and product managers. I don’t think AI will eliminate jobs in tech, but it will create new ones, including in areas like model training.”
Alice currently protects more than 3 billion users across social networks and works with seven of the world’s ten largest foundational AI models. Its clients and partners include Amazon, TikTok, Nvidia, Cohere, and Black Forest Labs.
The company employs around 350 people, with approximately 270 based in Israel and the remainder spread across the UK, the United States, and the Far East.
