The rise of deepfakes has introduced a new dimension of risk in today’s digital landscape. What started as fringe technology is now a mainstream concern for consumers, businesses, and governments alike. For Leena Elias, Chief Product Officer at Gen Digital, the challenge is clear: protect people from increasingly sophisticated threats while making the technology accessible and understandable. Norton’s latest collaboration with Intel is a step in that direction—bringing together security expertise and AI-enabled hardware to redefine how protection works at the device level.
Deepfakes illustrate the double-edged nature of AI. The same algorithms that enable realistic synthetic media also power the tools designed to detect and stop it. As Elias explains, Norton’s deepfake protection software is built to safeguard consumers in real time, analyzing content locally on AI PCs without relying on cloud uploads. This not only reduces latency but also protects user privacy—a critical factor when dealing with personal and sensitive data.
For Norton, the evolution of cybersecurity has always been about staying one step ahead. With AI-driven threats multiplying, the company’s strategy has shifted from reactive defense to proactive, AI-powered prevention. Running these protections directly on AI PCs allows for faster detection, higher accuracy, and resilience against emerging risks. Intel’s hardware innovation plays a key role here, enabling the kind of workload distribution and acceleration that security software needs to operate seamlessly.
The Norton–Intel collaboration reflects a broader industry movement: security solutions are no longer simply software—they’re increasingly tied to the capabilities of the underlying hardware. AI PCs, with their dedicated neural processing units (NPUs), offer the horsepower to analyze threats locally while maintaining system performance. The partnership brings Norton’s cybersecurity expertise together with Intel’s hardware foundation to deliver protection that feels both invisible and indispensable.
Key takeaways from the collaboration include:
- On-Device Protection: Running deepfake detection locally enhances both speed and privacy, eliminating dependence on cloud connectivity.
- AI-First Security Strategy: Norton is embedding AI across its solutions to detect and respond to threats beyond deepfakes, from identity fraud to emerging attack vectors.
- Hardware + Software Synergy: Intel’s AI PCs provide the compute foundation Norton needs to scale protection without compromising user experience.
- Consumer Awareness: Beyond technology, companies must simplify the message—helping people understand why AI threats matter and how they can stay safe.
Looking ahead, Elias sees AI PCs as the foundation of the next era of cybersecurity—devices that are not just faster or smarter, but safer by design. As threats evolve, so too will the opportunities: AI can empower consumers to take control of their digital lives while enabling brands to innovate with confidence.
The Norton–Intel collaboration is more than a product story; it’s a glimpse into how security will be built into the fabric of our computing experiences. In Elias’s words, Norton’s mission in the AI era can be summed up simply: protect people everywhere, with solutions that adapt as fast as the threats do. To learn more, visit Norton’s Deepfake Protection website.
The episode is available on all major podcast platforms or watch the full video on the Intel on AI YouTube channel.
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