Norton Unveils Advanced Deepfake Protection Powered by Intel® Core™ Ultra Processors
Gen (NASDAQ: GEN) has announced a strategic partnership between its Norton division and Intel to enhance protection against AI-powered scams through Norton Deepfake Protection. The technology will be integrated with Intel Core Ultra processors, offering Norton 360 customers real-time detection of deepfake content directly on their devices.
The new feature analyzes both video and audio content for manipulation, leveraging Norton's AI trained on real-world scams including financial fakes, phony giveaways, and crypto cons. The solution currently supports YouTube and Facebook videos and is available in the US, UK, Australia, and New Zealand as part of Norton Genie Scam Protection and Scam Protection Pro in Norton 360 products.
Gen (NASDAQ: GEN) ha annunciato una partnership strategica tra la divisione Norton e Intel per potenziare la protezione contro le truffe abilitate dall'IA tramite Norton Deepfake Protection. La tecnologia sarà integrata nei processori Intel Core Ultra, offrendo agli utenti Norton 360 rilevamento in tempo reale di contenuti deepfake direttamente sui loro dispositivi. La nuova funzione analizza contenuti video e audio per rilevare manipolazioni, utilizzando l'IA di Norton addestrata su truffe reali tra cui falsi finanziari, giveaway finti e truffe legate al crypto. La soluzione supporta attualmente video di YouTube e Facebook ed è disponibile in USA, Regno Unito, Australia e Nuova Zelanda come parte di Norton Genie Scam Protection e Scam Protection Pro nei prodotti Norton 360.
Gen (NASDAQ: GEN) ha anunciado una asociación estratégica entre su división Norton y Intel para mejorar la protección frente a estafas impulsadas por IA mediante Norton Deepfake Protection. La tecnología se integrará con los procesadores Intel Core Ultra, ofreciendo a los clientes de Norton 360 detección en tiempo real de contenidos deepfake directamente en sus dispositivos. La nueva función analiza contenido de video y audio para detectar manipulaciones, aprovechando la IA de Norton entrenada con estafas reales como falsedades financieras, sorteos falsos y estafas de criptomonedas. Actualmente la solución admite videos de YouTube y Facebook y está disponible en EE. UU., Reino Unido, Australia y Nueva Zelanda como parte de Norton Genie Scam Protection y Scam Protection Pro en los productos Norton 360.
GEN(NASDAQ: GEN)은 Norton 부문과 Intel 간의 전략적 파트너십을 발표했습니다. AI 기반 사기 방지를 강화하기 위해 Norton Deepfake Protection을 통해서입니다. 이 기술은 Intel Core Ultra 프로세서에 통합되어 Norton 360 고객이 기기에서 실시간으로 딥페이크 콘텐츠를 탐지할 수 있도록 합니다. 새로운 기능은 비디오 및 오디오 콘텐츠의 조작 여부를 분석하며, 실제 사기 사례를 바탕으로 학습된 Norton의 AI를 활용합니다. 금융 사기, 가짜 증정 이벤트, 암호화폐 사기 등을 포함합니다. 이 솔루션은 현재 YouTube 및 Facebook 동영상을 지원하며 미국, 영국, 호주 및 뉴질랜드에서 Norton Genie Scam Protection 및 Scam Protection Pro의 일부로 Norton 360 제품에서 이용 가능하다.
Gen (NASDAQ: GEN) a annoncé un partenariat stratégique entre sa division Norton et Intel pour renforcer la protection contre les arnaques alimentées par l’IA via Norton Deepfake Protection. La technologie sera intégrée aux processeurs Intel Core Ultra, offrant aux clients Norton 360 une détection en temps réel des contenus deepfake directement sur leurs appareils. La nouvelle fonctionnalité analyse les contenus vidéo et audio pour déceler les manipulations, en s’appuyant sur l’IA de Norton entraînée sur des arnaques réelles telles que des arnaques financières, des cadeaux truqués et des escroqueries liées à la crypto. La solution prend actuellement en charge les vidéos YouTube et Facebook et est disponible aux États-Unis, au Royaume‑Uni, en Australie et en Nouvelle‑Zélande dans le cadre de Norton Genie Scam Protection et Scam Protection Pro dans les produits Norton 360.
Gen (NASDAQ: GEN) hat eine strategische Partnerschaft zwischen der Norton-Sparte und Intel angekündigt, um den Schutz vor KI-gesteuerten Betrugsmaschen durch Norton Deepfake Protection zu verbessern. Die Technologie wird in die Intel Core Ultra-Prozessoren integriert und Norton 360-Kunden eine Echtzeit-Erkennung von Deepfake-Inhalten direkt auf ihren Geräten bieten. Die neue Funktion analysiert sowohl Video- als auch Audioinhalte auf Manipulationen und nutzt Nortons KI, die auf realen Betrugsfällen trainiert wurde, darunter Finanzbetrug, gefälschte Gewinnspiele und Krypto-Betrügereien. Die Lösung unterstützt derzeit YouTube- und Facebook-Videos und ist in den USA, dem Vereinigten Königreich, Australien und Neuseeland im Rahmen von Norton Genie Scam Protection und Scam Protection Pro in Norton 360-Produkten verfügbar.
أعلنت Gen (ناسداك: GEN) عن شراكة استراتيجية بين قسم Norton وIntel لتعزيز الحماية من عمليات الاحتيال المدعومة بالذكاء الاصطناعي من خلال Norton Deepfake Protection. ستندمج التقنية مع معالجات Intel Core Ultra، مما يمنح عملاء Norton 360 اكتشافاً في الوقت الفعلي للمحتوى المزيف العميق مباشرة على أجهزتهم. تقوم الميزة الجديدة بتحليل محتوى الفيديو والصوت للكشف عن التلاعب، مستفيدة من الذكاء الاصطناعي الخاص بـ Norton والمدرب على عمليات احتيال واقعية مثل الاحتيال المالي، والهدايا الوهمية، وعمليات الاحتيال بالعملات الرقمية. تدعم الحلول حالياً مقاطع فيديو YouTube وFacebook ومتاحة في الولايات المتحدة والمملكة المتحدة وأستراليا ونيوزيلندا كجزء من Norton Genie Scam Protection وScam Protection Pro في منتجات Norton 360.
Gen（纳斯达克股票代码：GEN）宣布其 Norton 事业部与 Intel 的战略伙伴关系，以通过 Norton Deepfake Protection 加强对 AI 驱动的诈骗的保护。该技术将与 Intel Core Ultra 处理器集成，为 Norton 360 客户提供在设备上对深度伪造内容的实时检测。新功能对视频和音频内容进行分析以检测篡改，利用 Norton 的人工智能对真实世界诈骗的训练数据，包括金融诈骗、假赠品和加密货币骗局。该解决方案目前支持 YouTube 和 Facebook 视频，且在美国、英国、澳大利亚和新西兰作为 Norton Genie Scam Protection 与 Scam Protection Pro 融入 Norton 360 产品提供。
- Partnership with Intel enables on-device processing for faster detection without cloud connectivity
- Technology maintains user privacy by processing data locally on the device
- System continuously learns and improves from exposure to new scams
- Available across multiple major markets including US, UK, Australia, and New Zealand
- Limited platform support - currently only available for YouTube and Facebook videos
- Facebook detection currently restricted to Chrome browser only
Insights
Norton's partnership with Intel brings on-device deepfake detection to AI PCs, strengthening their competitive position in AI security.
Norton's new partnership with Intel represents a significant technical advancement in consumer-facing anti-fraud technology. By leveraging Intel's Neural Processing Units (NPUs) in Core Ultra processors, Norton can now perform deepfake detection directly on the device rather than in the cloud—dramatically improving both performance and privacy. This on-device AI processing represents the cutting edge of cybersecurity architecture.
The technology appears sophisticated, analyzing both visual inconsistencies and audio manipulation markers across multiple content types. What makes this particularly valuable is the focus on scam detection rather than just deepfake identification—Norton's AI has been trained on actual financial scams, crypto schemes, and phishing attempts, making it more contextually aware than generic deepfake detectors.
This rollout initially targets YouTube and Facebook content with more platforms planned, and is currently limited to US, UK, Australia, and New Zealand markets. The technology integration gives Norton a competitive advantage in the growing AI security space, while providing Intel with a valuable consumer-facing application to showcase their NPU capabilities in Core Ultra processors. As deepfake-based scams continue to proliferate, Norton is positioning itself as a leader in consumer protection against emerging AI threats.
Norton's Intel partnership boosts Gen's competitive position by bringing advanced AI security to consumer hardware.
This partnership represents a strategic evolution in Gen's product strategy, creating a hardware-integrated security advantage that competitors like McAfee and Avast can't easily replicate without similar Intel partnerships. By leveraging Intel's NPU architecture in Core Ultra processors, Norton gains access to dedicated AI processing power that enables more sophisticated real-time protection without the latency and privacy concerns of cloud-based solutions.
The market timing is opportune. As AI-generated deepfakes become increasingly convincing and widespread, Norton is addressing a growing consumer anxiety with a differentiated solution. By focusing on scam detection specifically rather than just deepfake identification, they're targeting the practical consumer harm rather than just the technology novelty.
For Intel, this partnership provides a compelling consumer use case for their AI PCs beyond creative applications, potentially driving adoption of premium Core Ultra processor devices. The geographical rollout strategy—focusing on English-speaking markets first—allows for controlled scaling before tackling more complex language environments.
The technology integration aligns with the broader industry trend toward edge AI processing, where computation happens locally rather than in the cloud. This approach reduces latency, enhances privacy, works offline, and typically consumes less bandwidth—all meaningful advantages for security applications where immediate threat detection is critical.
Norton Deepfake Protection on Intel processors accelerates real‑time protection against AI-powered scams
The partnership with Intel puts Norton Deepfake Protection at the heart of peoples' devices without the need to send data up to the cloud and back. With Intel's leading processing power, Norton instantly analyzes suspicious material, providing immediate warnings to help people avoid potential personal or financial harm resulting from advanced deepfake scams.
"From the early days of fighting email and web scams to now tackling sophisticated video deception, Norton has always stayed a step ahead continuously evolving its protection to outsmart new threats," said Leena Elias, Chief Product Officer at Gen. "Now, with scam detection for videos powered by the latest Intel processors, we're raising the bar again. Norton Deepfake Protection delivers real-time, private, and ultra-fast protection right on peoples' devices, so they can feel confident they're a step ahead of scammers and their latest AI-generated tricks."
Deepfake Protection for Videos: Reading Between the Lines
To detect scams in video content, Norton Deepfake Protection doesn't just look for technical hiccups, it reads the message between the lines. Norton AI has been trained on an ever-expanding library of real-world scams including financial fakes, phony giveaways, crypto cons, and more. And it grows sharper with every scam it sees. Norton Deepfake Protection also analyses the audio in videos to identify deepfake content, operating like a team of expert sound detectives, combing through a recording with magnifying glasses, searching for the tiniest clues of audio manipulation. Each snippet of audio is examined like a piece of evidence, and when all the clues are put together, the truth in the audio content is revealed.
Private, Fast, and Efficient Protection
Through the partnership with Intel, Norton enables malicious deepfake scam analysis directly on the device by offloading the compute to the NPU. This on-device processing helps ensure sensitive data remains private while increasing the speed of detection.
"Today's cyber threats demand real time detection, which is why Intel is excited to partner with Norton to bring AI-powered cybersecurity directly to users' devices." said Carla Rodríguez, Vice President and General Manager, Client SW Enabling at Intel. "Together, we are demonstrating the power of local compute right on the AI PC, enabling instant detection of AI-generated scams in video content without compromising privacy or requiring cloud connectivity. We're proud to help Norton deliver the protection that today's digital landscape requires."
Staying a Step Ahead of Scammers
The availability of Norton Deepfake Protection on Intel-based AI PCs is part of a longer journey, widening the scam detection net and adapting to new scam types over time. In July this year, Norton added Deepfake Protection to the Genie AI Assistant in Norton 360 products on mobile so that people who don't have AI hardware can still benefit from protection against manipulated video content. Moving forward, Norton will continue to put scam-busting technology in the hands of more people, faster.
Norton Deepfake Protection on Intel® Core™ Ultra processors supports YouTube and Facebook[1] videos, with support for other social media platforms planned for future releases. It is available now in the US,
1 | Automatic Deepfake Detection is available for YouTube in any browser. Automatic Deepfake Detection for Facebook is supported on Chrome with compatibility for other browsers coming soon. | |||||
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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SOURCE Gen Digital Inc.
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