An $8 million advertising blitz has been launched in the United States as activist groups seek to rein in the growing power of technology companies and support regulation of artificial intelligence.
a campaign called protect human thingsis funded by the Future of Life Institute. The Future of Life Institute describes itself as driving the idea of advancing the idea of ”navigating transformative technologies in directions that benefit life and avoid extreme risks.”
“Will the next generation of Americans grow up with the friends and mentors, teachers and coaches, and first encounters that shaped us?” a narrator reads in one of the 60-second ads. “Now that we can imagine anything with apps, will children be able to value their own creativity and think for themselves?”
The narrator then states that since machines cannot raise children, “we should have a say” in the future of AI.
In another 60-second spot, a narrator says, “Our hands built America,” and says, “The most important intelligence is human. That’s why the hands that built this country must build what comes next.” The concluding text reads: “Protect what’s human and regulate AI.”
Among those supporting the ad campaign is Megan Garcia, who sued both Google and Character.ai after her son committed suicide after a lengthy conversation with an AI chatbot.
Garcia and the tech company later settled the case out of court, but similar cases and lawsuits have become more common in recent years as AI tools become more popular.
Before taking on a key role in the ongoing advertising campaign, Garcia testified before Congress, calling for the technology sector to be more accountable. She also had an audience with Pope Leo XIV.
Late last year, the Future of Life Institute made headlines when it brought together hundreds of prominent politicians, technology experts, business leaders, and celebrities to sign a petition calling for a ban on the development of AI superintelligence.
Superintelligence is the hypothetical ability of technology to perform advanced cognitive functions and develop reasoning skills beyond humans.
Entrepreneur Richard Branson, former US President Barack Obama’s national security adviser Susan Rice, conservative media personality Glenn Beck, and actor Joseph Gordon-Levitt have all signed the petition.
Britain’s Prince Harry, Apple co-founder Steve Wozniak and conservative activist Steve Bannon also attended.
Future of Life’s ad campaign comes at a time when polls show growing anxiety around the topic of AI in the United States.
The root of the anxiety lies not only in concerns about AI tools falling into the wrong hands, but also in issues such as the possibility of being forced out of one’s job.
In recent months, there has been a bipartisan movement to increase regulatory oversight of AI.
Last Wednesday, Hollywood star Gordon-Levitt appeared in Washington with Democratic and Republican lawmakers to speak about repealing Section 230, which legally distances social media companies from content posted by their users.
“These unethical companies continue to allow terrible things like this to happen on their platforms, but they will do nothing about it because they always put profit over the public interest, even when it comes to children,” Gordon-Levitt said.
But President Donald Trump is trying to remove guardrails for American tech companies to maintain America’s lead in AI amid competition that some believe China is catching up to.
The White House has sought to soften the impact of local laws across the country aimed at regulating fast-growing technology, saying the regulations are an unnecessary burden on technology companies.
But the Future of Life Institute campaign organizers insist their vision is not anti-technology.
“This is humanitarian,” the organization said. “We believe in progress and innovation, but never at the expense of our dignity, our communities, and our families.”
