It can only ruin lives if people believe it's real. Until recently, that was a reasonable belief; now it's not. People will catch on and society will adapt.
It's not like the technology is going to disappear.
Right - as I said, we need to ramp up social skepticism, fast. Not as in some kind of utopian vision, but "the amount of fake information will be moving from a trickle to a flood soon, there's nothing you can do about that, so brace yourselves".
The specific policies of OpenAI or Google or whatnot are irrelevant. The technology is out of the bag.
It's not like the technology is going to disappear.