Recent and dramatic improvements in AI driven large language models (LLMs), image generators, audio and video have fed an exponential growth in Generative AI applications and accessibility. The disruptive ripples of this rapid evolution have already begun to fundamentally impact how we create and consume content on a global scale. While the use of Generative AI has and will continue to enable massive increases in the speed and efficiency of content creation, it has come at the cost of uncomfortable conversations about transparency and the erosion of digital trust. To have any chance at actually diminishing the societal impact of digital disinformation in an age of generative AI, approaches strategically designed to assist human decision making must move past simple detection and provide more robust solutions.