No, I’m pretty sure it’s just rest mass. The gravitational force doesn’t change based on your kinetic energy.
> Whether you fused first and then dropped down the well, or dropped down the well first and then fused, the final state is the same.
Except the problem is that fusion only converts some fraction of mass into energy (while in your hypothesis potential energy is directly converted to mass), so in your case it would actually matter whether the fusing happened before or after falling in because lower in the gravity well, the mass would be less and you’d get less energy from the fusion.