Deep Fake - What's the Repercussions?

There's going to be a wild west period as this tech rapidly develops that there's no legal precedent for the defamation like you're saying. So how are they going to treat these deep fakes? What are the repercussions going to be? And it's Going to be an insane period of time before the law catches up if the law and the regulatory system ever catch up. It may never.