Actress Scarlett Johansson isn’t the only person whose voice has been used without permission. There have been deep fakes of business people authorizing fraudulent payments; union leaders urging members to vote against contracts they just negotiated; and even the President of the United States making calls about policy proposals contrary to his views.

AI-driven technologies are upending entire industries and threatening jobs. And because we are still in the early stages of development and application, the landscape looks like the Wild West. Companies are putting down stakes, often ignoring laws and conventions, to survive the inevitable shoot-outs.  The entertainment industry in particular already looks like the OK Corral.