I feel like the fact big porn hasn't poached talent and jumped all over this suggest at least 10s of millions. That said some for profit no-rules deepfake service for disinformation and illegal content has to be in the works.
There's a company in Montreal that makes that in a month and also has access to copious amount of said datasets on their servers. It may or may not be that they already have engineers on it. We have no way of knowing since its a private company