<p class="title">Sundar Pichai, the CEO of Google-owner Alphabet, urged regulators on Monday to take a "proportionate approach" when drafting rules for artificial intelligence (AI), days before the European Commission is due to publish proposals on the issue.</p>.<p class="bodytext">Regulators are grappling with ways to govern AI, aiming to encourage innovation while curbing potential misuse, as companies and law enforcement agencies increasingly adopt the technology.</p>.<p class="bodytext">Pichai said there was no question AI needs to be regulated, but that rulemakers should tread carefully.</p>.<p class="bodytext">"Sensible regulation must also take a proportionate approach, balancing potential harms with social opportunities. This is especially true in areas that are high risk and high value," he said in prepared remarks for a conference in Brussels organised by think tank Bruegel.</p>.<p class="bodytext">Regulators should tailor rules according to different sectors, Pichai said, citing medical devices and self-driving cars as examples that require different rules.</p>.<p class="bodytext">He also called on governments to align their rules and agree on core values.</p>.<p class="bodytext">The European Commission is taking a tougher line on AI than the United States, aiming to strengthen existing regulations that protect Europeans' privacy and data rights, according to an 18-page proposal paper seen by Reuters.</p>.<p class="bodytext">Earlier this month, the U.S. government published regulatory guidelines on AI aimed at limiting authorities' overreach and urged Europe to avoid an aggressive approach.</p>.<p class="bodytext">Pichai said it was important to be clear-eyed about what could go wrong with AI and that while it promised huge benefits there were real concerns about potential negative consequences.</p>.<p class="bodytext">One area of concern is so-called "deep fakes" - video and audio clips that have been manipulated using AI. Pichai said Google had released open datasets to help the research community build better tools to detect such fakes.</p>.<p class="bodytext">Google Cloud is not offering general-purpose facial recognition application programming interfaces (APIs) while it establishes policy and technical safeguards, he said.</p>
<p class="title">Sundar Pichai, the CEO of Google-owner Alphabet, urged regulators on Monday to take a "proportionate approach" when drafting rules for artificial intelligence (AI), days before the European Commission is due to publish proposals on the issue.</p>.<p class="bodytext">Regulators are grappling with ways to govern AI, aiming to encourage innovation while curbing potential misuse, as companies and law enforcement agencies increasingly adopt the technology.</p>.<p class="bodytext">Pichai said there was no question AI needs to be regulated, but that rulemakers should tread carefully.</p>.<p class="bodytext">"Sensible regulation must also take a proportionate approach, balancing potential harms with social opportunities. This is especially true in areas that are high risk and high value," he said in prepared remarks for a conference in Brussels organised by think tank Bruegel.</p>.<p class="bodytext">Regulators should tailor rules according to different sectors, Pichai said, citing medical devices and self-driving cars as examples that require different rules.</p>.<p class="bodytext">He also called on governments to align their rules and agree on core values.</p>.<p class="bodytext">The European Commission is taking a tougher line on AI than the United States, aiming to strengthen existing regulations that protect Europeans' privacy and data rights, according to an 18-page proposal paper seen by Reuters.</p>.<p class="bodytext">Earlier this month, the U.S. government published regulatory guidelines on AI aimed at limiting authorities' overreach and urged Europe to avoid an aggressive approach.</p>.<p class="bodytext">Pichai said it was important to be clear-eyed about what could go wrong with AI and that while it promised huge benefits there were real concerns about potential negative consequences.</p>.<p class="bodytext">One area of concern is so-called "deep fakes" - video and audio clips that have been manipulated using AI. Pichai said Google had released open datasets to help the research community build better tools to detect such fakes.</p>.<p class="bodytext">Google Cloud is not offering general-purpose facial recognition application programming interfaces (APIs) while it establishes policy and technical safeguards, he said.</p>