How to address the growing onslaught of video hoaxes, voice clones and faux images generated by deepfake artificial intelligence (AI) is spotlighting the pressing need for a new area of legal practice.

AI is already beginning to wreak havoc in the entertainment industry. Most recently, musicians Bad Bunny and Drake have each separately and publicly complained about viral AI-generated songs on TikTok that mimicked their voices. However, recourse for this unique kind of trickery remains unclear since its a new conundrum never before confronted.