# The three rules of responsible AI: From the lab to the boardroom | David Pereira | TEDxEsade Salon Source: https://www.youtube.com/watch?v=jho_PMH8JDY Recap page: https://rapidrecap.app/video/jho_PMH8JDY Generated: 2025-11-12T18:02:17.861+00:00 --- ## Quick Overview David Pereira outlines three essential rules for implementing responsible Artificial Intelligence (AI) in corporations: Rule 1 dictates that new technology necessitates new responsibilities, Rule 2 warns that the race for AI power can lead to negative outcomes if unchecked, and Rule 3 emphasizes that a lack of coordination between internal and external stakeholders results in tragedy, advocating for proactive ethical integration rather than reactive fixes. **Key Points:** - Rule 1 establishes that new technology like AI brings inherent new responsibilities, citing that companies previously failed to consider privacy rights before the internet's widespread adoption. - Rule 2 warns against the 'race' for AI power, noting that companies focus on short-term efficiency gains (e.g., 15% efficiency) while risking significant unanticipated side effects (e.g., ~1/3 of use cases). - The speaker cites the example of IBM's image recognition technology used for mass surveillance as a costly, high-risk decision where ethical considerations were secondary to capability. - Rule 3 warns that 'No Coordination leads to Tragedy,' stressing the need for both internal coordination (e.g., between AI/ethics teams) and external conversations with regulators and civil society before deploying AI. - The speaker highlights companies like Unilever, Santander, J&J, and Patagonia as examples of organizations actively mapping responsibilities and using AI to ensure fairness and sustainability, contrasting them with those who only address ethics reactively. - The core message is that ethics must be integrated proactively from 'The Lab to the Boardroom' to avoid ethical failures that cost trust and money, as summarized by the quote: 'It's not a principle until it costs you money' (Bill Bernbach). ![Screenshot at 03:02: The speaker introduces Rule 3, 'No Coordination Tragedy,' visually reinforcing the idea that a lack of coordination among internal and external stakeholders regarding AI deployment leads to negative outcomes, contrasting with the proactive integration needed for responsible AI.](https://ss.rapidrecap.app/screens/jho_PMH8JDY/00-03-02.png) **Context:** David Pereira presents at a TEDxEsade Salon event, focusing on the ethical implementation of Artificial Intelligence within corporate structures. The talk is titled "The three rules of responsible AI: From the lab to the boardroom," positioning AI not just as a technical challenge but as a governance and leadership imperative. Pereira draws on examples from major corporations to illustrate the necessity of embedding ethical considerations into the entire AI lifecycle, from development to deployment. ## Detailed Analysis David Pereira details three rules for responsible AI deployment in corporations, moving beyond mere technical capability to ethical governance. Rule 1, 'New Tech New Responsibilities,' stresses that new technologies inherently create new ethical duties, just as the internet required new privacy rights. Rule 2 cautions against the 'race' for AI power, where the pursuit of short-term efficiency (like 15% process gains) often overlooks significant negative side effects, citing IBM's image recognition for mass surveillance as a costly example. Rule 3, 'No Coordination Tragedy,' warns that failing to coordinate internally (ethics/engineering) and externally (regulators/civil society) before deployment leads to systemic failure, contrasting this with companies like Unilever and Patagonia that proactively map ethical KPIs. Pereira emphasizes that ethical practices should be viewed as an 'Ethical competitive advantage' and integrated from the lab to the boardroom, not as an afterthought that only gains attention when it costs the company money. ### The Three Rules of Responsible AI - Rule 1: New Tech New Responsibilities - Rule 2: Power starts races - Rule 3: No Coordination Tragedy ### Rule 1 Application - Companies must assign responsibilities proactively, noting that ethical considerations like privacy rights often lag behind technology adoption (pre-internet example). ### Rule 2 Concerns (The Race) - Companies prioritize short-term efficiency (15% gain) over long-term risks, exemplified by IBM's costly image recognition decision for mass surveillance. ### Rule 3 Imperative (Coordination) - Ethical governance requires both internal coordination (AI/Ethics committees) and external dialogue (regulators, civil society) to prevent organizational tragedy. ### Positive Examples - Unilever, Santander, J&J, and Patagonia actively map ethical KPIs and use AI responsibly, contrasting with reactive compliance. ### Conclusion - Ethical practice becomes an 'Ethical competitive advantage' when leaders prioritize what should be done over what is merely possible, acting before ethical lapses cost money. ![Screenshot at 00:02: Title slide displaying the event theme: "The AI-Powered Future Opportunities and Ethical Dilemmas."](https://ss.rapidrecap.app/screens/jho_PMH8JDY/00-00-02.png) ![Screenshot at 00:14: Speaker David Pereira begins his presentation, standing on a small red stage platform.](https://ss.rapidrecap.app/screens/jho_PMH8JDY/00-00-14.png) ![Screenshot at 02:13: Slide displaying Rule 1: "New Tech New Responsibilities," highlighting the core tenet of proactive ethical consideration.](https://ss.rapidrecap.app/screens/jho_PMH8JDY/00-02-13.png) ![Screenshot at 04:00: Slide displaying a quote from Dr. Ian Malcom: "Your scientists were so preoccupied with whether or not they could that they didn't stop to think if they should."](https://ss.rapidrecap.app/screens/jho_PMH8JDY/00-04-00.png) ![Screenshot at 06:29: Slide contrasting the benefits versus drawbacks of AI implementation: "15% efficiency vs ~1/3 unanticipated side effects."](https://ss.rapidrecap.app/screens/jho_PMH8JDY/00-06-29.png) ![Screenshot at 08:09: Slide introducing the concept of 'Ethical competitive advantage' as a business driver.](https://ss.rapidrecap.app/screens/jho_PMH8JDY/00-08-09.png) ![Screenshot at 09:40: Slide showing examples of companies prioritizing ethics: Unilever, Santander, J&J, and Patagonia.](https://ss.rapidrecap.app/screens/jho_PMH8JDY/00-09-40.png) ![Screenshot at 11:29: Slide summarizing Rule 3: "No Coordination Tragedy," emphasizing the consequence of siloed efforts.](https://ss.rapidrecap.app/screens/jho_PMH8JDY/00-11-29.png) ![Screenshot at 14:18: Slide displaying a quote from Bill Bernbach: "It's not a principle until it costs you money," underscoring the financial impact of ethical neglect.](https://ss.rapidrecap.app/screens/jho_PMH8JDY/00-14-18.png)