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The next great thing podcast



Jeff McGregor, CEO, Truepic -
Authenticating what’s real in a deepfake, synthetic world




Before the decade is out, over 90% of all the content on the internet will be artificially generated. From deepfakes of famous faces to flattering (or not-so-flattering) Instagram and TikTok filters, we've already seen a glimpse of what's possible. But as generative AI rapidly evolves and becomes more widespread, fake media is getting real… deceptively real. Separating fact from fiction will soon become nearly impossible, and, left unchecked, the proliferation of fake and manipulated digital content will lead to the dangerous erosion of trust and transparency in institutions, services, relationships, and society. But Jeff McGregor sees a more optimistic future. As CEO of Truepic, a company named one of TIME's Best Inventions of 2022, he's on a mission to restore authenticity, transparency, and trust across the internet. Truepic's patented secure camera technology verifies and authenticates digital media at the point of creation by capturing, signing, and sealing the metadata inside of every photo or video, creating a tamper-evident digital fingerprint that can be tracked across the web. Jeff joins the podcast to explain why, in an era of AI-generated synthetic media, establishing a framework to ensure the authenticity of visual media is critical. He also shares his insights on the broader implications of digital manipulation for society and how Truepic is addressing these challenges to bring trust and transparency back online. 


  • What are we talking about when we say “synthetic media,” “deepfake,” and “cheapfake”?
  • Why it’s neither sustainable nor scalable to solve the problem by identifying what’s fake, but rather by authenticating what’s real
  • How Truepic’s secure camera technology works to authenticate and verify metadata from the moment a picture or video is captured to the moment someone views it 
  • The many use cases of digital content authenticity technology, including fraud and identity theft prevention in the financial services and insurance industry
  • The consequences of inaction as generative AI technology gets more sophisticated and fake content proliferates (warning: we’ll end up in a world where we can’t trust anything!)
  • Why companies like Microsoft, Adobe, and others have joined the Coalition for Content Provenance and Authenticity, or the C2PA, a multi-stakeholder organization that’s designing shared file standards for visual media  
  • Why social media platforms will soon have no choice but to adopt tools that display digital media transparency


"Experts are predicting that 90% of all digital content will be synthetic by the year 2030. This problem is evolving very, very quickly, partially based on what we're seeing with generative AI, the explosion of artificial intelligence, the accessibility of those tools, and the quality of the output that these artificial intelligence models are generating. What we saw back when deepfakes were first being generated versus today is really about the quality of that content and the ability for it to be deceptive to an end viewer."
Jeff McGregor
Jeff McGregorCEO, Truepic


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