New technologies excite those that create and use them, yet often their introduction have a tendency to worry governments, regulators and the public.
A.I. has the potential to massively overhaul many aspects of daily life, with how brands and consumers interact with each other just the tip of the iceberg - so a union of tech powerhouses is a sensible move ahead of the inevitable plethora of questions to come.
The Information Technology Industry Council is releasing principles for developing ethical artificial intelligence systems.
The US-based group represents the likes of IBM, Microsoft, Google, Amazon, Facebook and Apple.
The tech industry is trying to get ahead of growing anxieties about the societal impact of AI technologies, and this is an acknowledgement on companies' part that their data-hungry products are causing sweeping changes in the way we work and live.