Given how easy "hurt feelings" escalate into real-world violence (even baseless rumors have led to lynching murder incidents [1]), or the ease with which anyone can create realistically-looking image of anything using AI, yes, companies absolutely have an ethical responsibility about the programs, code and generated artifacts they release and what potential for abuse they have.
And on top of that, companies also have to account for the potential of intentional trolling campaigns. Deepfake porn using the likeness of a celebrity? Deepfake media (pictures, porn, and now audio) alleging that a politician has had sexual encounters with minors? AI-generated audio comments suggesting a politician made racially charged remarks that spark violent unrest?