Listen now (36 mins) | Ensuring Digital Authenticity with Trust Watermarking The Importance of Authenticity Authenticity in digital content is paramount to combating misinformation and ensuring trust in online interactions. Now that we have entered the age of Generative AI, it is impossible not to question whether what we see, read, or hear is real or not. Even though we are too early into this new reality to see the full effects of what could come of this, a new era of fakery is upon us, the likes of which have never been seen before. From bad actors cloning voices of loved ones to extort money, to manipulated videos of politicians potentially creating a worldwide tragedy, to AI generating forged documents, the list is endless in the potential dangers involved in the unchecked business of fake content.