ActiveFence, founded in 2018 by Noam Schwartz, Alon Porat, Eyal Daykan and Yiftach Or, was built to help internet platforms automatically monitor and remove harmful content. At the time, giant services such as Facebook, YouTube, TikTok and Discord were flooded with violent material, scams, extremist propaganda and disinformation, while moderation still depended heavily on manual work. Schwartz says the problem was far more complex than a simple category filter or basic AI system, because there are many ways to harm online ecosystems.
By 2021, ActiveFence had been named one of Globes' promising startups and was already working with dozens of customers in gaming, cloud, social media and dating. The company says its original business kept growing strongly after the pandemic, with activity expanding roughly five- to sixfold since then. But the launch of ChatGPT in late 2022 changed the company’s direction. Schwartz says generative models quickly moved from a niche concept to a mainstream technology, and bad actors soon began using them for phishing, malware, spam and large-scale deceptive content.
That shift opened a new business line for the company, which started selling to AI model builders and organizations that embed generative models in products. Schwartz says nearly every company building models began approaching ActiveFence to understand vulnerabilities, prevent misuse and detect attacks in real time. The company now positions itself not only as a layer to protect models, but also to help enterprises control how AI systems behave toward users, including customer service tools built on Claude, OpenAI or Gemini.
Schwartz says the AI security market often focuses on model hacking or malicious code generation, but his company also looks at safe enterprise use. For example, he says an airline using AI customer service needs consistent responses, fewer embarrassing mistakes and protection against abuse. ActiveFence says its edge comes from years of data and experience in spotting harmful behavior online. As the business moved deeper into AI, it rebranded in the past year from ActiveFence to Alice, a name Schwartz says was meant to signal a completely new company and evoke the sense of stepping through the looking glass into an unfamiliar world.
