UPDATE That aluminium rim is cracked. You should scrap it immediately. The crack is a weak point and if you try and straighten it, the crack will widen.
The air pressure in the tyre will lengthen that crack over time to the point the whole lip peels off. Sorry not what you want to hear, but:
That rim is dead, replace.
ORIGINAL (based on first photo only) I suspect you could make it better by removing the tyre and careful/gentle application of a hammer via a block of wood.
The main risk is that aluminium does not un-bend very well, and is prone to letting-go suddenly as you try and straighten it. Once a chunk is broken out, it becomes utterly unsafe to ride and you need a new one.
Since the tyre is holding air right now (because of the tube probably) and because you have a disk brake not a rim brake, the wheel seems to be rideable as-is.
It all comes down to your comfort level for risk. A second landing like the one that dented your rim will do more damage again in the same spot, and you can't reasonably control what part of your rim hits the ground.
This tyre will probably not seal well enough to this rim for tubeless use ever again. Also, that spot won't be doing the bead any favours; it will wear on the tyre's sidewall and accelerate wear.
If it were my personal bike, I'd try reducing the bend with hammer and spreader, with the clear realisation that if it cracks it's done and I need to buy a new rim. I'd aim for "better" and not push for "straight"
If it were someone else's bike, I'd explain the risks and support whichever they choose. If you do pop for a new rim, you get the fun experience of building a wheel too.