About the Initiative
Why NSFA AI exists
NSFA — Not Safe For Animals — is an independent initiative built to prove a simple point: detecting wildlife exploitation on social media is not hard. If a small team can do it, the platforms that host and amplify this content can too.
To raise awareness
Wildlife trafficking and animal exploitation content is hosted, amplified, and monetised on the world's largest social media platforms — despite those platforms having the technical capability to detect it. The absence of wildlife exploitation as a moderation category is not a technical limitation; it's a choice. NSFA AI exists to make that choice visible.
To show it's possible
This system was built by an independent initiative in a matter of days, using commercially available multimodal AI. It is a working proof-of-concept — not a research proposal. The goal is to demonstrate that the technical barrier to large-scale wildlife exploitation detection is effectively zero, and to challenge platforms to act.
For the animals
Every image normalising captive wildlife, every post selling ivory, every selfie with a slow loris contributes to demand and suffering. NSFA AI turns that content into structured, actionable intelligence — so it can be understood, contested, and acted on.
In collaboration with
Our Partners
Wildlife awareness and storytelling — making the unseen impact of social media content on animals visible to the public.
Visit websiteResearch and creative practice exploring the intersection of nature, technology, and ethics.
Visit websitePartner website links will be updated as the initiative grows.