On December 9, 2024, indie gaming platform Itch.io faced an unexpected outage when Funko Pop’s AI-powered BrandShield system mistakenly flagged its domain.
This error caused the domain registrar to deactivate the site, sparking a conversation about the risks of automated systems without human oversight.
How Funko Pop AI BrandShield Triggered the Takedown
Itch.io’s troubles began when Funko Pop’s BrandShield flagged a fan page hosted on the platform as “fraud and phishing.”
Despite the site’s creator, Leafo, complying with the takedown request, the AI system automatically escalated the matter. Without human review, Itch.io’s domain registrar, iwantmyname, deactivated the entire domain.
The result? The popular indie gaming site went offline for nearly a full day, causing frustration among gamers and developers alike.
Itch.io is now restored, but the incident highlights the flaws in relying solely on AI for brand protection.
The Risks of AI-Driven Automation Without Human Input
AI tools like BrandShield are designed to detect phishing and fraudulent activities, offering vital protection for brands. However, these systems lack contextual understanding.
In this case, BrandShield’s AI flagged a harmless fan page, triggering a chain reaction that led to a severe response.
Similarly, the registrar’s automated system compounded the error by executing a domain takedown without verifying the claim. The absence of human intervention at every step turned a minor issue into a significant disruption.
Why Oversight Is Essential
The Itch.io takedown underscores the importance of human oversight in AI-driven processes. While AI excels at handling repetitive tasks and analyzing large-scale data, it cannot replace human judgment.
Automated systems like BrandShield require supervision to prevent missteps like this.
If a human had reviewed the initial flag, they could have determined that the fan page posed no actual threat.
Likewise, human intervention at the registrar level could have prevented the domain’s deactivation. Instead, it took nearly 24 hours for humans to resolve the issue and restore Itch.io’s functionality.
Lessons for Companies Using AI Tools
This incident serves as a cautionary tale for businesses relying on AI systems. Tools like Funko Pop’s BrandShield offer valuable services but must be integrated with human oversight to avoid unintended consequences. Without this balance, AI’s lack of contextual awareness can lead to costly mistakes.
For platforms like Itch.io, which are vital for independent creators, such disruptions can harm livelihoods and reputations. Moving forward, companies deploying AI-powered solutions must prioritize mechanisms for human review to mitigate risks.
What’s Next for Funko Pop and Itch.io?
While Itch.io is back online, the incident has raised questions about accountability and the reliance on automated systems. It’s unclear whether Funko Pop or iwantmyname will implement changes to prevent similar issues in the future.
However, the gaming community is calling for better safeguards to protect platforms from unnecessary shutdowns.
