The Musk video by reAlpha included “robust disclaimers” establishing it as satire, said Christie Currie, chief marketing officer.
The first Musk video went live days after reAlpha launched a public offering under regulation A+ in 2021.
But the ease of creating deepfakes means some celebrities could soon be deluged by ads featuring their unauthorized, but very convincing likenesses, Mr. Moss said.
At the same time, the language in contracts written years before the technology existed may be vague enough to allow marketers to use existing footage to create new deepfake videos.
Companies most often request celebrity deepfake videos to use internally for training, communications, parties or other purposes—but not for ads, said Daynen Biggs, owner of Slack Shack Films, which produced the Elon Musk videos.