There's an emerging technology that is starting to gain traction in the tech world. Already featured in most major media networks, the role of deepfake artificial intelligence and virtual influencer (VI) touches on a variety of legal and ethical concerns that the business community should take notice of. Deepfakes are videos manipulated by AI to overlay images of celebrities or public figures in order to deceive viewers into believing the content is authentic. Recently, deepfake videos of Nancy Pelosi, Barack Obama and Boris Johnson have all emerged and gone viral. In the state of California, recent legislation has made it "illegal to create or distribute videos, images or audio of politicians doctored to resemble real footage within 60 days of an election," according to The Guardian.