In the age of Gen AI, it is now apparent that we can no longer trust what we see and read. The fakers have the upper hand: while typical security approaches rely on scaling up teams, attacks scale at the press of a button. To safely move forward and realize the benefits Gen AI enables, we need a better trust model that adds integrity, transparency and trust to all data and a common provenance format that captures origin, authenticity and lineage information. We must verify data before we use it.