Google Follows Microsoft's Alert On A.I.'s Negative Brand Impact

Tech companies Microsoft and Google are sounding the alarm on just how harmful artificial intelligence can be for investors and brands alike. A.I. is still the most disputed part of technology and is becoming increasingly more commonplace as companies look to incorporate it across their platforms. While critics call for justification on the use of the technology and in some cases an all-out ban, A.I. continues to be a billion dollar industry, with many tech companies willing to withstand a tarnished brand reputation for lucrative profits. In Google's recently released 2018 SEC annual report it highlighted their brand issues around A.I. that could impact the company's bottom line. "New products and services, including those that incorporate or utilize artificial intelligence and machine learning, can raise new or exacerbate existing ethical, technological, legal, and other challenges, which may negatively affect our brands and demand for our products and services and adversely affect our revenues and operating results."