The relevance of this study stems from the rapid development of generative technologies that enable the creation of heavily modified or fully synthesised content using artificial intelligence, particularly deepfakes. Such content not only creates an illusion of authenticity but also poses a threat to the protection of intellectual property rights and personal non-property rights, giving rise to significant legal challenges in the digital environment. The aim of the article was to formulate and justify civil-law approaches to the regulation of deepfake content usage in the context of copyright and personal data protection, considering the challenges of society’s digital transformation. The study employed methods of systems analysis, legal-logical generalisation, formal legal method, and comparative legal research, considering international norms and doctrinal sources. It was established that current Ukrainian legislation does not define deepfake content as a separate legal category, and existing legal mechanisms are fragmented and do not cover all aspects of responsibility for its creation and distribution. Gaps were identified in the regulation of derivative digital works, the protection of biometric features of individuals, and the procedures for identifying violators in the context of automated content generation. The study proved that without proper regulatory response, deepfake technologies may be used as tools of manipulation, identity forgery, and digital defamation. The research emphasised the need for an interdisciplinary approach that integrates legal, technical, and ethical aspects of deepfake regulation. Special attention was given to legal liability in cases of automated content creation without direct human authorship. The importance of digital transparency and informed consent was highlighted as key principles of legal regulation. The results of the study can be used to improve national legislation and to develop international legal mechanisms in the field of artificial intelligence