Doctored photos have always been a problem and, legally speaking, could lead to the faker being sued for defamation, depending on what was done with the person’s image.
AI Photos are only part of the problem. Faking the voice is also possible, as is making “good enough” videos where you just change the head of the actual performer.
Another part of the problem is that this kind of stuff spreads like wildfire within groups (and it’s ALWAYS groups where the victim is) and any voices stating that it’s fake will be drowned by everyone else.