Idea in Brief

The Problem

Products and services increasingly leverage artificial intelligence to improve efficiency and performance, but the results can be unpredictable, intrusive, offensive, and even dangerous.

The Solution

Companies need to factor AI’s behavior and values into their innovation and development processes to ensure that they bring to market AI-enabled offerings that are safe to use and are aligned with generally accepted and company-specific values.

How to Proceed

This article identifies six key challenges that executives and entrepreneurs will face and describes how to meet them. Companies that move early to acquire the needed capabilities will find them an important source of competitive advantage.

When it launched GPT-4, in March 2023, OpenAI touted its superiority to its already impressive predecessor, saying the new version was better in terms of accuracy, reasoning ability, and test scores—all of which are AI-performance metrics that have been used for some time. However, most striking was OpenAI’s characterization of GPT-4 as “more aligned”—perhaps the first time that an AI product or service has been marketed in terms of its alignment with human values.

A version of this article appeared in the March–April 2024 issue of Harvard Business Review.