Some companies are using digital simulations of celebrities created with deepfake technology in advertisements, with or without the celebrities’ permission, The Wall Street Journal reports. Experts say the technology can help brands produce faster, cheaper content, while Slack Shack Films owner Daynen Biggs, who produces deepfake videos, acknowledged it “does have the potential to be extremely harmful. We are always careful that what we are creating is not damaging or deceitful, but an entertaining and fun way to share a message."