Can a deepfake company be ethical?

On TikTok, you might have seen Tom Cruise playing acoustic guitar in a plain white t-shirt and a green baseball cap. You might have seen Tom Cruise check himself out shirtless in a bathroom mirror. All of these Tom Cruise appearances were deepfakes, computer-generated videos that transplant a person’s face, voice, and overall likeness onto another body (in this case, actor Miles Fisher).