Creating content has never been easier. With both LLMs and world models (Sora 2, Veo 3, Marble) the fidelity of what we can produce at the tip of a prompt is getting genuinely scary.
Guy Shahar is the CEO and founder of Blee, a Y Combinator-backed AI content compliance platform that helps companies review and oversee marketing materials at scale. Before founding Blee nearly four years ago, Guy led marketing operations at Adobe for five years, and he has been witnessing firsthand the explosion of AI-generated content and deliberating on the implications.
We sit down with Guy in this short conversation to discuss: (1) the rising proliferation of AI generated content; (2) the cyber-like threat of deepfakes and bad actor impersonation; and (3) the new opportunities large language and world models present for some of the world's largest brands in how they generate and manage their production of compelling content.
Key Takeaways
The "Content Tsunami" is here and it's only getting bigger - Content creation has exploded with AI, fundamentally changing the speed and volume at which companies can produce marketing materials. What used to take weeks now happens in hours. Guy calls this the "content tsunami" - a relentless wave of content being generated across all digital channels. But the gap between how fast content can be created and how fast it can be safely approved is widening, creating significant risk exposure for companies and their brands.
Deepfakes aren't just a detection problem - they're a trust problem - One real danger of deepfakes isn't just that bad actors can create convincing fake content - it's that they're eroding trust in everything we see online. The recent deepfake of Irish presidential candidate Catherine Connolly which went viral in Ireland, which falsely showed her withdrawing from the race just days before the election and remained live for 12 hours, demonstrates how sophisticated and damaging this content has become.
AI compliance creates new opportunities for how teams work - While AI-generated content creates new risks, it also opens unprecedented opportunities to transform workflows and team structures. Guy promotes the potential for companies to rethink their entire "content supply chain" - testing 50 or 100 versions of marketing materials instead of just two, delivering hyper-personalised content at scale, and breaking down silos between marketing, legal, GTM and compliance teams.
Key References from Our Conversation
- Catherine Connolly Deepfake Incident: An AI-generated video falsely depicting Irish presidential candidate Catherine Connolly withdrawing from the race surfaced just days before the October 2025 election, viewed nearly 30,000 times over 12 hours before Meta removed it - a stark example of how deepfakes can threaten democratic processes and why rapid content monitoring matters.
- Content Authenticity Initiative (CAI): an open standard verification system with over 900 member companies working to authenticate digital content and combat deepfakes through content credentials and metadata tracking.
- Dana Rao: Adobe's former General Counsel and Chief Trust Officer, is mentioned for his perspective on deepfakes and the transition from trying to detect fakes to proving authenticity - Dana appeared on an earlier episode of Law://WhatsNext which you can access here.
If you found this episode interesting, please like, subscribe, comment, and share!
For more thought-provoking content at the intersection of law and technology, head to https://lawwhatsnext.substack.com/ for: (i) Focused conversations with leading practitioners, technologists, and educators; (ii) Deep dives into the intersection of law, technology, and organisational behaviour; and (iii) Practical analysis and visualisation of how AI is augmenting our potential.
