I recently found myself at a dinner in an upstairs room at a restaurant in San Francisco hosted by a venture capital firm. The after-dinner speaker was a tech veteran who, having sold his AI company for hundreds of millions of dollars, has now turned his hand to investing. He had a simple message for the assembled startup founders: the money you can make in AI isn't limited to the paltry market sizes of previous technology waves. You can replace the world's workers – which means you can capture their salaries. Replacing all human labour with AI sounds like the stuff of science fiction.

Earlier this month, a popular lifestyle magazine introduced a new "fashion and lifestyle editor" to its huge social media following. "Reem", who on first glance looked like a twentysomething woman who understood both fashion and lifestyle, was proudly announced as an "AI enhanced team member". That is, a fake person, generated by artificial intelligence. Reem would be making product recommendations to SheerLuxe's followers – or, to put it another way, doing what SheerLuxe would otherwise pay a person to do. The reaction was entirely predictable: outrage, followed by a hastily issued apology.

Ed Newton-Rex says generative AI has an ethics problem. He ought to know, because he used to be part of the fast-growing industry. Newton-Rex was TikTok's head AI designer and then an executive at Stability AI until he quit in disgust in November over the company's stance on collecting training data. After his high-profile departure, Newton-Rex threw himself into conversation after conversation about what building AI ethically would look like in practice. "It struck me that there are a lot of people who want to use generative AI models that treat creators fairly," he says.