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.