Can Tech Giants Finally Play Nice on AI?


The Gist

  • Tech titans. Four major tech companies form the Frontier Model Forum.
  • Open invitation. Membership is available to organizations meeting specific criteria.
  • Forum focus. The group concentrates on safety standards, research and communication.

Technology titans Anthropic, Google, Microsoft and OpenAI joined forces today and created the Frontier Model Forum, a significant move aimed at ensuring safety and responsibility in the rapidly evolving frontier of AI technology.

Within this collaborative platform, these top tech companies will be pooling their expertise and resources as part of a collective endeavor to steer industry standards and promote best practices. The overarching goal is to significantly bolster the AI ecosystem and include the establishment of technical assessments and benchmarks, coupled with the creation of a comprehensive public repository of solutions.

While it’s hard to measure the specific impact on marketing and customer experience professionals, the Forum aims to provide best practices around usage and security with artificial intelligence. Those are efforts marketers and CX leaders should be examining now as they infuse AI into campaigns, content and customer support, and forthcoming outcomes from the Forum likely will only help.

Brad Smith, vice chair and president at Microsoft, called the initiative a vital step in bringing the tech sector together to advance AI responsibly and tackle the challenges now so that it benefits all of humanity. “Companies creating AI technology have a responsibility to ensure that it is safe, secure and remains under human control.” Smith added.

Anna Makanju, VP of global affairs at OpenAI, said advanced AI technologies have the potential to profoundly benefit society; achieving this requires oversight and governance.

“It is vital that AI companies — especially those working on the most powerful models — align on common ground and advance thoughtful and adaptable safety practices to ensure powerful AI tools have the broadest benefit possible,” Makanju said. “This is urgent work, and this forum is well-positioned to act quickly to advance the state of AI safety.”

Related Article: FTC Won’t Tolerate Generative AI Deception in Marketing, Customer Service

Who Can Join the Frontier Model Forum?

While the initiative is spearheaded by four premier tech companies, the new forum is by no means exclusive. Membership is open to organizations that meet certain criteria to join the collective effort.

So, who can join?

  • Organizations that develop “frontier models” which they define as “large-scale machine-learning models that exceed the capabilities currently present in the most advanced existing models and can perform a wide variety of tasks.”
  • Organizations that exhibit a commitment to the safety of frontier models, employing both technical and institutional measures.
  • Organizations that showcase a readiness to help propel the Forum’s efforts, including active participation in collaborative endeavors and support for the initiative’s development and operations.

What Are the Objectives of the Frontier Model Forum?

The Forum’s core objectives span multiple domains of AI development, including research on AI safety, identification and communication of best practices, knowledge sharing with various stakeholders and enabling applications for societal benefits in areas such as climate change, healthcare and cybersecurity.

While they acknowledge that several entities including the United States, United Kingdom, European Union, Organization for Economic Cooperation and Development (OECD) and G7, among others, have made progress in setting AI standards, the forum aspires to go a step further by becoming a unifying platform, fostering cross-organizational dialogue and action centered on AI safety and responsibility.


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