From disappearing people in videos in the late 1990s to shaping AI and vision systems at Intel, Tal Hassner, Chief Scientist for Computer Vision, has watched synthetic media evolve from lab curiosities to global challenges. In this conversation, he dismantles the idea that “is it fake?” is the central question for security. Instead, he lays out a three-pillar approach—provenance, attribution, and integrity—that can outlast the arms race between deepfake creators and detectors. Drawing on decades of research and product experience, Hassner explains why harmful content remains harmful regardless of its origin, and why enterprises must shift from chasing fakes to building trust into their systems from the ground up.