Seeing is no longer believing. With a simple prompt, anyone can now create images, sounds or videos that appear perfectly convincing. Newsrooms, HR departments, cybersecurity firms and all of us going about our daily lives are all hitting the same wall: we need to find new ways to verify real-looking media that can be generated in seconds. How can we move towards a "provenance-first" culture, where the origin of media matters as much as the content itself? What guardrails, from digital watermarking to human verification policies, can companies and regulators adopt? And as the technology evolves, what happens to our legal and social systems when evidence can no longer be taken at face value?
