In a world of deep fakes and Google Duplex, how far should brands take AI?

Have you noticed that AI has finally passed into everyday reality? No one needs to reference science fiction apologetically to talk about it. And now that it's real, our questions about it need to get real in response. No, I don't mean, "Will the robots rise up and take over?" Rather, now that AI is growing up and gaining power, our questions have to grow up with it.