"PR firms" already have an army of fake/paid accounts on every important platform.
This new AI could help them with that. They can let go of the paid writers and hire an IT guy/gal to operate the bots - and the VPNs. (Or they can just pay a lot less to the paid trolls just for their home ADSL/Cable/4G connection.)
But so far this AI is not going to pass a Turing test. Sure, maybe it can be integrated with a chatbot. And it'll be interesting how internet communities will react.
More to the point, is volume what counts as danger? All these deepfake risks boil down to online (for now) sock puppetry. We've been dealing with that for the whole life of the internet. The only reason it's even a problem in recent years is the growth of uninnoculated masses who haven't been on the internet that long, and positive feedback recommendation bots. That seems a qualitative issue not a quantitative one.