Adapting to new tech isn't instantaneous.
The EU just passed AI regulations, including the need to label AI-generated images or video content. So, regulation is not off the table - and it doesn't have to be US regulation, either. The EU is to large for big tech companies to ignore, and any multinational company will have to comply with this for anything they to in the EU.
That often means they'll comply here in the US, too, because otherwise they run a risk of accidental violation if any work goes from US and gets reused in the EU.