U.S. Federal Trade Commission Division of Advertising Practices Attorney Michael Atleson wrote a post regarding the "deeper, emerging threat" of deceiving consumers through generative artificial intelligence. Atleson cited chatbots, voice clones and deepfakes as the more common deployments that "generate realistic but fake content quickly and cheaply," subsequently putting consumers at risk. "The FTC Act’s prohibition on deceptive or unfair conduct can apply if you make, sell, or use a tool that is effectively designed to deceive — even if that’s not its intended or sole purpose," Atleson said.