Bertram Lyons, CEO of MedEx Forensics, discusses the challenges and impact of AI-generated content and the need for authentication and provenance analysis. Lyons explains MedEx Forensics' methodology, which focuses on analyzing the internal structure of digital multimedia files. He also discusses the rise of synthetic media and the need for tools to authenticate and analyze it. The conversation explores the nuances of real, original, and authentic content, and the role of institutions and initiatives in addressing the issue. The conversation explores the impact of AI on misinformation and victim data, the balance between privacy and content moderation, the legal landscape of manipulated content, the implications for various industries, the difference between deepfake and cheap fake, the impact on corporations, and the future of multimedia attribution and AI.