Norton Adds Audio and Visual Deepfake Protection on Mobile
Norton, a division of Gen (NASDAQ: GEN), has launched AI-powered deepfake protection within the Norton Genie AI Assistant on Norton 360 mobile apps. The new feature, currently in early access, analyzes audio and visual content for potential AI-generated manipulation.
The protection system can detect AI-generated voices and facial manipulations in digital content, initially supporting English-language YouTube videos. The service is available in the US, UK, Australia, and New Zealand on Android and iOS devices, with desktop support planned. Later in 2025, the technology will expand to Intel-powered AI PCs with enhanced detection capabilities.
Norton, una divisione di Gen (NASDAQ: GEN), ha introdotto una protezione contro i deepfake basata sull'intelligenza artificiale all'interno dell'assistente AI Norton Genie nelle app mobili Norton 360. La nuova funzione, attualmente in accesso anticipato, analizza contenuti audio e video per individuare possibili manipolazioni generate dall'IA.
Il sistema di protezione 猫 in grado di rilevare voci generate dall'IA e manipolazioni facciali nei contenuti digitali, supportando inizialmente i video in lingua inglese su YouTube. Il servizio 猫 disponibile negli Stati Uniti, Regno Unito, Australia e Nuova Zelanda su dispositivi Android e iOS, con un supporto desktop previsto. Pi霉 avanti nel 2025, la tecnologia sar脿 estesa ai PC AI con processori Intel, offrendo capacit脿 di rilevamento potenziate.
Norton, una divisi贸n de Gen (NASDAQ: GEN), ha lanzado una protecci贸n contra deepfakes impulsada por IA dentro del asistente Norton Genie AI en las aplicaciones m贸viles Norton 360. La nueva funci贸n, actualmente en acceso anticipado, analiza contenido de audio y visual para detectar posibles manipulaciones generadas por IA.
El sistema de protecci贸n puede detectar voces generadas por IA y manipulaciones faciales en contenido digital, inicialmente soportando videos en ingl茅s de YouTube. El servicio est谩 disponible en Estados Unidos, Reino Unido, Australia y Nueva Zelanda en dispositivos Android e iOS, con soporte para escritorio planeado. M谩s adelante en 2025, la tecnolog铆a se ampliar谩 a PC AI con procesadores Intel con capacidades mejoradas de detecci贸n.
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Norton, une division de Gen (NASDAQ : GEN), a lanc茅 une protection contre les deepfakes aliment茅e par l'IA au sein de l'assistant Norton Genie AI sur les applications mobiles Norton 360. Cette nouvelle fonctionnalit茅, actuellement en acc猫s anticip茅, analyse les contenus audio et visuels afin de d茅tecter d'茅ventuelles manipulations g茅n茅r茅es par l'IA.
Le syst猫me de protection peut d茅tecter les voix g茅n茅r茅es par l'IA et les manipulations faciales dans les contenus num茅riques, en prenant en charge initialement les vid茅os YouTube en anglais. Le service est disponible aux 脡tats-Unis, au Royaume-Uni, en Australie et en Nouvelle-Z茅lande sur les appareils Android et iOS, avec un support pr茅vu pour les ordinateurs de bureau. Plus tard en 2025, la technologie sera 茅tendue aux PC IA 茅quip茅s de processeurs Intel, offrant des capacit茅s de d茅tection am茅lior茅es.
Norton, eine Sparte von Gen (NASDAQ: GEN), hat einen KI-gest眉tzten Deepfake-Schutz im Norton Genie KI-Assistenten der Norton 360 Mobil-Apps eingef眉hrt. Die neue Funktion, die sich derzeit in der fr眉hen Zugangsphase befindet, analysiert Audio- und Videoinhalte auf m枚gliche KI-generierte Manipulationen.
Das Schutzsystem kann KI-generierte Stimmen und Gesichtsmanipulationen in digitalen Inhalten erkennen und unterst眉tzt zun盲chst englischsprachige YouTube-Videos. Der Dienst ist in den USA, Gro脽britannien, Australien und Neuseeland auf Android- und iOS-Ger盲ten verf眉gbar, mit geplanter Desktop-Unterst眉tzung. Sp盲ter im Jahr 2025 wird die Technologie auf Intel-basierte KI-PCs mit erweiterten Erkennungsfunktionen ausgeweitet.
- None.
- Limited initial availability to only English-language YouTube videos
- Currently restricted to four countries in early access phase
Insights
Norton's new AI deepfake detection adds competitive differentiation in the security market, addressing growing fraud concerns.
Norton's introduction of AI-powered deepfake protection represents a strategic product enhancement in the increasingly competitive cybersecurity landscape. The technology鈥攚hich can analyze both audio and visual content for manipulation鈥攁ddresses a growing threat vector as deepfake technology becomes more sophisticated and accessible to malicious actors.
What makes this development particularly notable is Norton's approach to democratizing access to this protection. By making the technology available on standard mobile devices rather than limiting it to specialized AI hardware like Microsoft Copilot+ PCs, Norton is significantly expanding its addressable market. This aligns with industry trends toward accessibility in advanced security features.
The initial rollout focuses on English-language YouTube content with planned expansion to other platforms and languages. This measured approach allows Norton to refine its detection algorithms while establishing an early market position. The phased implementation across major English-speaking markets (US, UK, Australia, New Zealand) with Android and iOS support demonstrates a comprehensive go-to-market strategy.
From a technical perspective, the contextual protection that identifies inconsistencies in facial features goes beyond simple audio detection, suggesting sophisticated underlying technology. Norton is clearly positioning itself as a leader in consumer-facing AI security applications鈥攁 segment projected for substantial growth as deepfake-related fraud increases globally.
This enhancement to the Norton 360 product line could drive increased consumer adoption and potential revenue growth, while reinforcing Gen's brand position in anticipating emerging cyber threats.
Analysis of AI-generated audio and facial manipulation techniques now available in early access phase through Norton Genie Scam Protection
Norton Deepfake Protection in the Genie AI Assistant includes the ability听to analyze audio and visual content for signs of manipulation. Beyond detecting AI-generated voices used in fraudulent schemes, the feature provides an added layer of contextual protection by spotting inconsistencies or faint deformations in the physical features of people appearing in videos. If a harmful deepfake is detected, the Genie AI Assistant will provide conversational Cyber Safety guidance and suggestions on what to do next.
"As AI-generated voices and faces become harder to distinguish from the real thing, trust is rapidly becoming one of the most fragile elements of our digital lives," said Leena Elias, Chief Product Officer at Gen. "The line between truth and deception is blurring, especially when malicious actors can abuse AI to create scams that replicate voices and imagery with startling realism. This is why we've made our deepfake protection accessible to people who don't have AI hardware, so they can confidently navigate and consume digital content without second-guessing what they see or hear."
Currently, Norton Deepfake Protection in Genie Scam Protection supports English-language YouTube videos with plans to expand platform and language support in future updates. To check for signs of scams in video content, people can upload YouTube links to Norton Genie AI Assistant and receive real-time guidance on the authenticity of a video. If malicious AI-generated content is found, the Genie AI Assistant will flag it and provide advice on what to do next.
The early access version of Norton Deepfake Protection is currently available in Norton 360 mobile products in the US,
About Norton
Norton is a leader in Cyber Safety, and part of Gen (NASDAQ: GEN), a global company dedicated to powering Digital Freedom with a family of trusted consumer brands. Norton empowers millions of individuals and families with award-winning protection for their devices, online privacy, and identity. Norton products and services are certified by independent testing organizations including AV-TEST, AV-Comparatives, and SE Labs. Norton is a founding member of the Global Anti-Scam Alliance North America Chapter and the Coalition Against Stalkerware. Learn more at Norton.com and GenDigital.com.
Mike Healey | Courtney Rowles |
Gen | Edelman for Gen |
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