The word covers a technique and an accusation, which is why it is worth using precisely. A trained synthetic presenter who is nobody is not a deepfake. A generated clip of a named public figure is one, even when it is clearly a joke and clearly labelled.
Our position is procedural rather than moral. No identifiable real person appears in our output without a signed release for the likeness and, where a voice is used, for the voice. That is a gate, not a preference, and it applies to satire as firmly as it applies to advertising.
Is a synthetic presenter a deepfake?
Not if the person does not exist. Deepfake means a depiction of a real, identifiable individual. A trained identity built from a licensed sheet of a fictional person is a synthetic presenter, and should still be disclosed as synthetic.
Is it legal to use someone’s likeness in AI content?
Not without permission, in most jurisdictions that matter to advertising. Personality and image rights, plus platform policy, plus advertising codes, all apply. Get the release before rendering, not after.