Businesses should be vigilant about the potential for GAN models to perpetuate or exacerbate biases present in training data, ensuring that the synthetic data they generate does not reinforce harmful stereotypes. They must also consider the implications of deepfake technology, particularly in maintaining authenticity and trust in digital content, thereby preventing misuse that could lead to misinformation or harm reputations. Companies should be transparent about using GAN-generated content, upholding ethical standards and regulatory compliance to foster trust and integrity in customer relationships and broader societal interactions.