This Is How We Get Moral A.I. Companies

Over three decades of watching the tech industry and watching big companies grow from tiny teams to global powers, I’ve observed the same pattern: Ethics don’t scale up. Tech companies like to start with a mission. Google wanted to connect the world’s information; Microsoft wanted to put a computer on every desktop; Twitter wanted to give all people a platform to publish their thoughts. These are good ideas — the stuff of TED Talks. But users show up with their own beliefs and ideas, by the millions. As a tech founder, you end up putting enormous work into making users behave (and stopping them from breaking the law). Lawsuits pour in, saying you did wrong, some because you’re a convenient target.

All the while, money keeps gushing in. You start out transparent, sharing your journey, but then before an initial public offering of shares, you must honor the S.E.C.-mandated quiet period and restrict promotional communications. After that, the transparency never quite returns. The market demands a rising stock price. Your company still makes a lot of software, but a huge amount of time goes to tax strategy and compliance.

Maximizing shareholder value doesn't scale.

But regulation is absolutely in the interests of both America and the big A.I. companies themselves. Let me add two more terms people should know: “Google zero” and “model collapse.” Google zero (coined by Nilay Patel, the editor in chief of The Verge) is when Google stops sending traffic to websites and just provides an A.I. answer instead. When that happens, websites get less traffic, sell fewer ads and make less money. As a result, they may not be able to produce as much content. Model collapse is related: It’s when the A.I. models run out of knowledge to digest. What then? Do they excrete their own prose to redigest? Do they just give up?

Silicon Valley types like to say that data is the new oil. I think that’s right in two ways: Data is valuable, but it’s also a commodity, and these new A.I. tools are infrastructure. We regulate the electric grid, so why not these?