Telling truth from fiction online has become a lot harder since the AI boom kicked off a year and a half ago. An estimated 40 deepfake detection startups say they have a solution, but so far none can deliver 100% reliable detection. One organization taking on the challenge is TrueMedia.org. Marketplace’s Lily Jamali spoke with Oren Etzioni, its founder and longtime AI researcher, about what sets his organization’s system apart from the rest.