Founded in 2015, Pasabi was born out of our strong interest in and extensive experience with AI and behavioural analytics.


Working closely with the world’s largest brands, we developed our analytics platform to detect and prevent the proliferation of fake goods online, to clean up social channels and help our clients take the fight to the fraudsters’ doorstep.

Focusing initially on the luxury market, our approach to finding counterfeit and unauthorised goods was unique; we took a holistic view of the negative behaviours of bad actors in very large data sets across multiple channels, allowing us to highlight groups of suspects acting together.

This has resulted in our behavioural analytics technology being applied to search for many types of negative behaviour, not just counterfeit.

Working closely with Trustpilot, we began extending our technology to find other fraudulent behaviours starting with fake reviews.

The Pasabi platform is now being applied to solve real-world problems faced by online platforms, marketplaces, communities and brands across a range of illegal activities, such as illegal content, counterfeit goods and fake reviews.

Looking to solve a problem? Get in touch to discuss how we can help.

Our Technology

Pasabi’s AI behavioural analytics software tackles online negative behaviour. Our expertise lies in the application of bespoke machine learning technology to very large data sets, identifying a wide range of illegal activity including counterfeit products, unauthorised sellers, illegal content, fake reviews and spam & scam. The patterns of user behaviour we uncover generate unique insights that drive online and offline enforcement action for our clients and partners.

Learn more

Management team

Chris Downie


Technical leader with over 20 years’ experience across both private and academic sectors. Chris is passionate about mobile product development and producing great user experiences. Accomplished in the delivery of technical strategy, changes to process and strong people management, Chris directs Pasabi’s product development.


Martin Spinks


With an in-depth knowledge of AI and over 20 years’ experience delivering major digital projects for global brands, Martin heads up the technical direction for Pasabi. Enthusiastic about the contribution AI can make to solve real-world problems and the possibilities it can offer, Martin enjoys keeping on top of industry trends and emerging technologies.


Carolyn Jameson


Ex-Skyscanner Chief Legal Officer, Carolyn is a C-level executive, with 19 years’ experience working internationally in strategic business and legal roles, with specific expertise in technology and IP. Adept at building trusted relationships across cultures, and at Board and investor level, Carolyn helps businesses to scale, with recent experience of leading a high-profile company to a successful exit.